Issues influencing marcoms in a global context

Journal of Marketing Communications

Volumn 3, Issue 4, 1997, Pages 243-259

  Kitchen, Philip J ^a   Wheeler, Colin ^a  

^a UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Global Marketing; Integration; International Marketing; Marketing Communications; Promotional Activity

Indexed keywords

EID: 3042948809     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272697345925     Document Type: Article

References (57)

1. Advertising Association Marketing (1993) Advertising Association Marketing Pocketbook, London:ASA in conjunction with NTC Publications Limited.
2. Baier, M. (1985) Elements of Direct Marketing, New York:McGraw Hill.
3. Baker, M. (1985) Globalization vs differentiation as international marketing strategies. Journal of Marketing Management 1(1), 145-55.
4. Belch, G.E. and Belch, M.A. (1995) Introduction to Advertising and Promotion:An Integrated Marketing Communications Perspective, 3rd Edn., London:Richard D. Irwin, pp. 4-5.
5. Bernstein, D. (1984) Company Image and Reality. Eastbourne:Holt, Rinehart and Whinston=The Advertising Association, p. 23.
6. Cohen, R.J. (1993) Insider’s report - Robert Cohen presentation on advertising expenditures. McCann Erickson Worldwide June, 8.
7. Cohen, R.J. (1994) Ad gain of 5.2% in 93 marks downturn’s end. Advertising Age 2 May, 4.
8. Crosier, K. (1994) In M. Baker (ed) Advertising and Promotion The Marketing Book. London:Butterworth Heinemann, Chapter 21.
9. Czinkota, M.R. and Ronkainen, I.A. (1996) Global Marketing. Chicago:The Dryden Press.
10. De Mooij, M. (1994) Advertising Worldwide. London:Prentice Hall, chapters 7-8.
11. Dentsu Inc (1996) 1995 Advertising Expenditures in Japan. Tokyo:Dentsu Inc Corporate Communications Division.
12. Direct Marketing Association (DMA) (1996) dated accessed July.
13. Dwek, R. (1995) Campaign. 7 July, 29.
14. Elliott, R. (1996) Opening Boxes and Breaking Arrows:Millennium Models of Communication Keynote paper presented at the 1st International Conference on Corporate and Marketing Communications, Keele University, Keele, UK; 22-23 April 1996. To be published.
15. Evans, M., O’Malley, L. and Patterson, M. (1995) Direct marketing:rise and rise or rise and fall? Marketing Intelligence & Planning 13(6), 16-23.
16. Fletcher, K., Wheeler, C. and Wright, J. (1991) Database marketing:a channel, a medium or a strategic response. International Journal of Advertising 10(2), 117-27.
17. Fletcher, K., Wheeler, C. and Wright, J. (1992) Success in database marketing:some crucial factors. Marketing Intelligence & Planning 10(6), 18-23.
18. Freeman, L. (1990) Colgate axes global ads:thinks local. Advertising Age 26 November, 1, 59.
19. Gatignon, H. and Robertson, T.S. (1985) A propositional inventory for new diffusion research. Journal of Consumer Research 16 March, 849-67.
20. Hammer, M. and Champy, J. (1995) Reengineering the Corporation:A Manifesto for Business Revolution. London:Nicholas Brealey.
21. Hout, T., Porter, M.E. and Rudden, E. (1982) How global companies win out. Harvard Business Review September=October.
22. Jacob, R. (1993) Where the big brands are blooming Fortune, 55 23 August, 55.
23. Keegan, W.J. (1995) Global Marketing Management, 5th Edn, New Jersey:Prentice Hall International, pp. 7-26, 557.
24. Kitchen, P.J. (1993a) Marketing Communications Renaissance. International Journal of Advertising 12(3), 367-86.
25. Kitchen, P.J. (1993b) Public relations:a rationale for its development and usage within UK FMCG ?rms. European Journal of Marketing 27(7), 53-75.
26. Kitchen, P.J. (1994) The marketing communications revolution:a leviathan unveiled? Marketing Intelligence and Planning 12(2), 19-25.
27. Kitchen, P.J. (1997a) Public relations:a prelude to corporate communications? Corporate Communications:An International Journal 2(1) in press.
28. Kitchen, P.J. (1997b) Empirical work with multinational=global FMCG ?rms with HQs in the United Kingdom. To be published.
29. Levitt, T. (1983) The globalization of markets. Harvard Business Review, 61 May -June.
30. Lorenz, C. (1984a) The overselling of world brands. Financial Times 19 July p. 16.
31. Lorenz, C. (1984b) Why new products are going global. Financial Times 16 July p. 15.
32. Marshall, C. (1995) Campaign, 23 June 1995, p. 29.
33. McKenna, R. (1991) Marketing is Everything:Everything is Marketing. Harvard Business Review, 69 January-February, 65-69.
34. Mintel Report (1996) Direct Mail Developments, London:Mintel.
35. Ogilvy and Mather Direct (1985) Direct Marketing:New Opportunities for Business to Business Selling. London:Ogilvy & Mather.
36. Ohmae, K. (1985) Triad Power. New York:Free Press.
37. Paliwoda, S. (1993) International Marketing, 2nd Edn. London:Butterworth Heinemann.
38. Peebles, D.M., Ryans, J.K. Jr. and Vernon, I.R. (1978) Coordinating international advertising. Journal of Marketing 42(1), 28-34.
39. Porter, M.E. (ed.) (1986) Competition in Global Industries. Harvard:Harvard Business School Press.
40. Pringle, H. (1995) Campaign 20 October, 28.
41. Quelch, J.A. and Hoff, E.J. (1986) Customizing global marketing. Harvard Business Review 64(3), 59-68.
42. Robertson, T. (1993) Invited guest lecturer at Communications Seminar, University of Strathclyde.
43. Rogers, E.M. (1983) Diffusion of Innovations, Third Edn. New York:The Free Press.
44. Saporito, W. (1993) Where the global action is. Fortune, Special issue, Autumn=Winter, 63-65.
45. Schultz, D.E. (1991) Integrated marketing communications. Journal of Promotion Management 1(1), 99-105.
46. Schultz, D.E., Tannenbaum, S.I. and Lauterborn, R.F. (1994) Integrated Marketing Communications. Illinois:NTC Business Books.
47. Shao, A.T. and Waller, D.S. (1993) Advertising standardisation in the Asia Paci?c Region:what stands in the way? Asia Pacific Journal of Marketing and Logistics 5(3), pp 43-55.
48. Shaw, R. and Stone, M. (1988) Database Marketing. Aldershot:Gower.
49. Shimp, T. (1989) Marketing Communication and Promotion Management. chapter 1. Philadelphia:Dryden Press.
50. Summer?eld, G. (1996), Campaign. 23 February, 22.
51. Tof?er, A. and Tof?er, H. (1990) Powershift:Knowledge, Wealth and Violence at the Edge of the 21st Century. New York:Bantam Books.
52. Troiano, M. (1995) Campaign. 7 July, 30.
53. Van Riel, C. (1995) Corporate Communications, New Jersey:Prentice Hall International.
54. Vardar, N. (1992) Global Advertising:Rhyme or Reason? London:Paul Chapman Publishing Limited, pp. 104-5.
55. Waterschoot, W. and Van Bulte, C. (1992) The four P classi?cation of the marketing mix revisited. Journal of Marketing 56(4), 83-93.
56. Webster, F.E. Jnr (1992) The changing role of marketing in the corporation. Journal of Marketing. 56(4), 1-17.
57. White, J., Dickson, A. and Myers, A. (1988) Public Relations Employment and Expenditure in the United Kingdom. A report for the Institute of Public Relations prepared by the Cran?eld School of Management, UK.