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Introduction to Communicating Globally: An Integrated Marketing Approach

In: Integrated Marketing Communications

Author

Listed:
  • Philip J. Kitchen

    (ICN-Artem Business School)

  • Marwa E. Tourky

    (Cranfield University)

Abstract

This chapter considers and summarizes changes that have taken place over the past decades, during which integrated marketing communications have made huge inroads in terms of academic usage and business practice. We also outline changes incorporated into the book itself drawing upon published work by one of the authors. We also consider and ask questions about what is perceived to be ethical in the past, and more especially in the present, with a light-hearted look to what future commentators will think of our business attempts to behave ethically, and some pointed questions of readers relative to future prognostication.

Suggested Citation

  • Philip J. Kitchen & Marwa E. Tourky, 2022. "Introduction to Communicating Globally: An Integrated Marketing Approach," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 1, pages 1-7, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-76416-6_1
    DOI: 10.1007/978-3-030-76416-6_1
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    Cited by:

    1. Volodymyr Nesterenko & Radoslaw Miskiewicz & Rafis Abazov, 2023. "Marketing Communications in the Era of Digital Transformation," Virtual Economics, The London Academy of Science and Business, vol. 6(1), pages 57-70, March.

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