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

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...