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 SchoolIntroduction
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...