Standard Article

Globally Integrated Marketing Communications

Part 4. Advertising and Integrated Communication

  1. Shintaro Okazaki

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04033

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Okazaki, S. 2010. Globally Integrated Marketing Communications. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. Universidad Autónoma de Madrid, Madrid, Spain

Publication History

  1. 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;
  • standardization