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Towards a globalized communications strategy: perceptions from New Zealand

Eagle, Lynne; Kitchen, Philip J


Lynne Eagle

Philip J Kitchen


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. © 2002, MCB UP Limited


Eagle, L., & Kitchen, P. J. (2002). Towards a globalized communications strategy: perceptions from New Zealand. Marketing Intelligence and Planning, 20(3), 174-184.

Journal Article Type Article
Publication Date Jun 1, 2002
Journal Marketing Intelligence & Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 20
Issue 3
Pages 174-184
Keywords communications, globalization, New Zealand, strategy
Public URL
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