Agency Perspectives and Practices on Global IMC
调查了美国大型跨国广告公司高管对全球整合营销传播的看法和做法，分析了跨办公室协调、促销手段协调、集中化、沟通频率和信息技术使用的重要性，并归纳出全球化进程的演变性、权变性和文化维度三个主题。
Globally Integrated Marketing Communications (GIMC) is a system of promotional management which coordinates global communications across both countries and promotion disciplines, regardless of whether a standardized or adaptive strategy is employed. This paper reports on a survey of GIMC perceptions and practices among U.S.-based executives of large multinational advertising agencies. The results of the closed-ended questions in the survey revealed the relative importance of various aspects of interoffice coordination, coordination of promotion disciplines, centralization, frequency of interoffice communications, and use of information technology. Analysis of the survey's open-ended questions yielded three emergent themes: the evolving nature of the globalization process, its contingency element, and its cultural dimensions of client and agency. Finally, implications for the practice and theoretical-research development of GIMC are provided.