Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location identification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC—in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.

The Emergence Of IMC: A Theoretical Perspective

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy The survey was conducted among 60 advertising agencies and 23 public relations agencies in Beijing to explore perceptions of IMC, to examine how agencies coordinate and evaluate IMC, and to identify any barriers that have hindered or will possibly impede progress in developing IMC of the Chinese marketThis exploratory study concludes that the concept of IMC has been accepted by most advertising and public relations practitioners, at least in Beijing, although the concept of IMC has diffused more widely in China Agency respondents view IMC as a strategic business process and as an opportunity to coordinate the various communication disciplines The majority of respondents believe that it is necessary to promote IMC in China and it seems

Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective

This paper investigates levels of adaptation and standardisation in international marketing tactics, and examines whether multinational companies are adapting or standardising their marketing mix elements in international markets. It is based on empirical research with some of the largest UK-based multinational companies. The research shows that both adaptation and standardisation are used at the same time within the respondent group. Levels of integration are dependent upon consideration of the relationship between the rationale for internationalisation and elements identified, and an understanding of how these are affected by a number of factors (one of them being Entry Methods, the factor under consideration here).

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Entry Methods and International Marketing Decision Making: An Empirical Investigation

This paper reviews the debate on the causes and potential solutions to growing obesity and whether there is a proven correlation with advertising, particularly among children. The paper first considers this debate from the context of the burgeoning literature on this topic. The findings from an empirical study with parents of primary‐age children in New Zealand are then presented. However, any kind of proposed relationship between obesity and advertising tends to be as much emotive as evidential, with for‐and‐against camps lined up to defend entrenched positions. However, it does seem fair to argue that, while advertising does present a problem in relation to food selection choice, many other issues, such as peer pressure, quality of life, in‐school food services, nearby retail outlets and social class criteria, exacerbate the problem. Thus, easy solutions based on insufficient evidence that have failed to substantiate causal effects between advertising (ostensibly) directed at children and nutrition can ...

Exploring the link between obesity and advertising in New Zealand

Although the gap between rhetoric and reality is not a specific human resource management (HRM) feature, the disconnection between discourse and action seems to have reached unusual stages in this case. Not much is known about HRM in Portugal, but it is clear that Portuguese academics and practitioners have extensively adopted the global HRM rhetoric. With an environment apparently unfavorable to the HRM normative model, this paper examines the ways in which global HRM rhetoric meets Portuguese reality.

Portuguese Management Between Global Rhetoric and Local Reality: The Case of Human Resource Management

Editorial Stance On The Rhetoric and Reality of Marketing: An International Managerial Perspective P.Kitchen The Rhetoric and Reality of Marketing In France P.Hetzel The Rhetoric and Reality of Marketing In the United Kingdom M.Evans The Rhetoric and Reality of Marketing In Cyprus I.Papasolomou-Doukakis The Rhetoric and Reality of Marketing In New Zealand L.Eagle The Rhetoric and Reality of Marketing In South Korea D.Yoon & I.Kim The Rhetoric and Reality of Marketing In Malaysia R.Mohd-Roslin The Rhetoric and Reality of Marketing In Bulgaria V.Blagoev The Rhetoric and Reality of Marketing In India A.Sadh & S.Tangirala Drawing the Strands Together P.Kitchen

Philip J. Kitchen

Papers

The rhetoric and reality of marketing : an international managerial approach