Journal of promotion management, 2011-01, Vol.17 (1), p.1-20
2011
Volltextzugriff (PDF)
Details
- Autor(en) / Beteiligte
- Titel
- Drivers of Globally Integrated Marketing Communications: A Review of Literature and Research Propositions
- Ist Teil von
- Journal of promotion management, 2011-01, Vol.17 (1), p.1-20
- Ort / Verlag
- Binghamton: Taylor & Francis Group
- Erscheinungsjahr
- 2011
- Quelle
- Taylor & Francis
- Beschreibungen/Notizen
- The focus of this article is globally integrated marketing communications (GIMC), which was extended from integrated marketing communication (IMC) by Grein and Gould (1996) and Gould, Lerman, and Grein (1999). In this article we review the literature on market-situational and organizational factors that influence firms' decisions to implement GIMC strategies. We then develop a series of research propositions to demonstrate the relationship between theses factors with GIMC. Finally, the academic and managerial implications are discussed.
- Sprache
- Englisch
- Identifikatoren
- ISSN: 1049-6491eISSN: 1540-7594DOI: 10.1080/10496491003595726Titel-ID: cdi_informaworld_taylorfrancis_310_1080_10496491003595726
- Format
- –
- Schlagworte
- Communication, Decision making, globally integrated marketing communications (GIMC), Integrated marketing, integrated marketing communications (IMC), International, International integration, Management techniques, Market analysis, Marketing, Marketing management, Organizational analysis, Research trends, Strategic planning, Studies