Towards a globalized communications strategy: perceptions from New Zealand

Abstract

Looks at the globalization of communications in New Zealand, in the compelling and e‐volutionary global marketplace. Explores the impact of environmental issues on marketing communications. Managers must reach out to and communicate with customers, consumers, and publics ‐‐ who impact markedly on overall market share and profit performance. The corporation plays a significant role in brand marketing and strategic business unit management, especially marketing communications. Whatever a globalized communications strategy means, it potentially spells integration within and between corporations, individuals, and brands. Whatever integrated global communications may mean, there would certainly be an expectation that communications would focus on customer needs and building relationships. What was found in New Zealand was a focus on globalized and integrated communications in terms of corporate imposition.

Citation

Kitchen, P.J. and Eagle, L. (2002), "Towards a globalized communications strategy: perceptions from New Zealand", Marketing Intelligence & Planning, Vol. 20 No. 3, pp. 174-184. https://doi.org/10.1108/02634500210428030