Abstract:

This paper considers developments in international and global marketing communications (marcoms). An international conference held in April 1996 served to identify several issues which appeared to be impacting upon marcoms in a generic sense, and, upon the promotional variable in a specific sense. Following a review of findings derived from academic and practitioner material the paper presents empirical evidence derived from depth interviews with board level marketing executives in ten international/global fast moving consumer goods firms, with headquarters in the United Kingdom. Findings show that the only element of marketing communications to be integrated in any real sense, internationally, is that of advertising. For other promotional elements integration is evident within, but not between, countries. Put another Way, promotional campaigns are integrated nationally but not internationally. Advertising tends to be integrated internationally from a campaign design perspective. Sometimes execution is integrated in terms of standardisation, more often however, it is necessary to adopt a policy of differentiation.