Globally Integrated Marketing Communications
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Okazaki, S. 2010. Globally Integrated Marketing Communications. Wiley International Encyclopedia of Marketing. 4.
- Published Online: 15 DEC 2010
This article addresses the concept of globally integrated marketing communications (GIMC). An increasing availability of global mega-agencies enables firms to integrate and coordinate the marketing communication mix across borders. After introducing a conceptual definition, this article draws upon two primary theoretical frameworks for GIMC: global marketing strategy theory and global brand positioning theory. GIMC is viewed as an ultimate extension of global advertising standardization, leading to the creation of uniform brand image, the reduction of production costs, and the execution of common appeals to cross-border segments that share similar preferences. The article provides a detailed description of primary factors that influence firms' decisions to adopt GIMC in international markets.
- brand image;
- cross-border segments;
- integrated marketing communications;
- global brand positioning;
- global marketing strategy;
- global mega-agency;