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Communication in postmodern integrated marketing

Tony Proctor (Tony Proctor is Professor in Marketing, Chester Business School, Chester College, Chester, UK.)
Philip Kitchen (Philip Kitchen is Professor in Business Strategy, The Queen’s University, Belfast, UK.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 September 2002

22161

Abstract

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.

Keywords

Citation

Proctor, T. and Kitchen, P. (2002), "Communication in postmodern integrated marketing", Corporate Communications: An International Journal, Vol. 7 No. 3, pp. 144-154. https://doi.org/10.1108/13563280210436754

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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