Globally integrated marketing communications

Abstract

This paper applies the concept of integrated marketing communications to international communications and develops a modified concept, globally integrated marketing communications. To define globally integrated marketing communications, three definitions of integrated marketing communications are considered and modifications are offered. The major extension provided by the new definition is a focus on the horizontal (across countries) dimension of marketing communications. This merges the integrated marketing communications approach with the international marketing strategy and communications perspectives. Based on the derived definition and analysis of the standardized adaption issue in global communications, a contingency approach to globally integrated marketing communications is provided which incorporates both horizontal (across countries) and vertical (across promotion disciplines) factors that impact on global communications strategy decisions. Applications are developed and implications are drawn for managerially implementing globally integrated marketing communications and conducting further research and theory development.

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