Communication in postmodern integrated marketing

Tony Proctor · Philip James Kitchen

78 citations0/0 files storedCorporate Communications An International Journal

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.

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1997The Company and the Product: Corporate Associations and Consumer Product Responses 1969Broadening the Concept of Marketing 2010Amusing Ourselves to Death: Public Discourse in the Age of Show Business 1978Basic Marketing: A Managerial Approach 1975Marketing as Exchange 1995Liberatory Postmodernism and the Reenchantment of Consumption 1972A Generic Concept of Marketing 1969Broadening the Concept of Marketing

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2006Corporate communications, identity and image: A research agenda 2014Female Stereotypes in Print Advertising: A Retrospective Analysis 2011Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises 2009Integrated communications: from one look to normative consistency 2020Effects of sensory marketing on customer satisfaction and revisit intention in the hotel industry: the moderating roles of customers’ prior experience and gender 2014

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