Communication in postmodern integrated marketing

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.

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