Perceptions of Integrated Marketing Communications: Chinese ad and PR agency perspective

Tao Li and Philip J Kitchen

This paper reports a survey about diffusion of the concept of Integrated Marketing Communications (IMC) in the Chinese market, which is now in a transition period, moving from a planned economy to a market economy, and from what was a closed policy to an open-door policy.

Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective

Philip J. Kitchen University of Hull Business SchoolTao Li Foreign Affairs College, Beijing; University of Hull Business School

Introduction

With the marketplace evolving from manufacturer-oriented and distributor-oriented to customer-oriented, the marketing concept has apparently permeated every aspect of the business operation (see Kitchen 2003a, 2003b). This evolution has also led to great changes in the roles and functions of marketing communications, which is an essential...

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