Agency Perceptions and Practices on Global IMC
Stephen J. GouldDawn B. LermanandAndreas F. GreinBaruch College, CUNY
Recent marketplace developments involving the increasingly international management and dispersion of promotion and other marketing decisions suggest that the impact of globalization on integrated marketing communications (IMC) should be examined. Toward that end, Grein and Gould (1996) proposed the concept of Globally Integrated Marketing Communications (GIMC) and indicated that it applied to both global advertising agencies and multinational marketers. This concept extends IMC by adding the international dimension, across country offices, to that of promotional disciplines. It holds...