Relevant bibliographies by topics / Integrated marketing communication (IMC)

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Integrated marketing communication (IMC)'

Author: Grafiati
Published: 4 June 2021
Last updated: 13 February 2022

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Journal articles on the topic "Integrated marketing communication (IMC)"

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Šķiltere, Daina, and Santa Bormane. "CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 478. http://dx.doi.org/10.17770/sie2018vol1.3406.

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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is Latvian food retail chains, and the subject of the research is integrated marketing communication as a set of tools. Findings: The results of the research are of both theoretical and practical value, as it confirmed the hypothesis that a complex use of IMC promotes a long-term relationship among all stakeholders of the selling and buying process. The authors have collected and classified IMC tools and, based on the results of the research, drawn up a conceptual model of integrated marketing communications.
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Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (April 10, 2017): 445–63. http://dx.doi.org/10.1108/ejm-08-2015-0553.

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Purpose This conceptual paper aims at developing a customer-centric marketing communications approach that takes the starting point in the customer ecosystem. Design/methodology/approach After a critical analysis of existing marketing communications and integrated marketing communication (IMC) approaches, a customer-driven view of marketing communications is developed using recent developments in relationship communication, customer-dominant logic and the notion of customer value formation as value-in-use. Findings A customer-integrated marketing communication (CIMC) approach centred on a communication-in-use concept is conceptually developed and introduced. The analysis results in a CIMC model, where a customer in his or her individual ecosystem, based on integration of a set of messages from different sources, makes sense of the many messages he or she is exposed to. Research limitations/implications The paper presents a customer-driven perspective on marketing communication and IMC. The analysis is conceptual and should trigger future empirical grounding. It indicates the need for a change in mindset in research. Practical implications CIMC requires a turnaround in the mindset that steers how companies and their marketers communicate with customers. The CIMC model provides guidelines for planning marketing communication. Originality/value The customer-driven communication-in-use concept and the CIMC model challenge traditional inside-out approaches to planning and implementing marketing communication.
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Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (July 13, 2015): 226–40. http://dx.doi.org/10.1108/jsocm-07-2012-0031.

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Purpose – The purpose of this paper is to examine the view of integrated marketing communications (IMC) by social marketing practitioners. Specifically, the paper furthers the discussion how a symbiotic relationship between IMC and social marketing can lead to both practical improvements of health-related social marketing campaigns, as well as theoretical advancement of the IMC construct. Design/methodology/approach – Based on semi-structured, in-depth interviews with practitioners, the authors provide exploratory evidence for support for IMC within the social marketing community and highlight potential differences and similarities when transferring IMC from a commercial to a social context. Findings – Three main differences emerged when transferring IMC from a commercial to a social context. These include differences of customer-centric approaches between commercial and social marketing, the need to weigh out the application of IMC to the charity brand or the use of IMC at a behavioural level and, finally, different complexity levels of desired behaviour as a mediating factor. Research limitations/implications – As with all qualitative data, the findings may not be generalisable beyond the interview participants and organisations studied. Practical implications – Many practitioners expressed that they liked IMC as a concept, but they lacked guidance as to the application with a social marketing context. This paper contributes to providing this guidance and establishing a body of knowledge how IMC can be applied in a non-commercial setting. Originality/value – The paper contributes to the practical development of guidance how the largely commercially applied IMC construct can be modified to be used in a social marketing context, while correspondingly highlighting how IMC needs to evolve to grow beyond purely commercial application.
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Turner, Paul. "Implementing integrated marketing communications (IMC) through major event ambassadors." European Journal of Marketing 51, no. 3 (April 10, 2017): 605–26. http://dx.doi.org/10.1108/ejm-09-2015-0631.

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Purpose This paper aims to identify how integrated marketing communications (IMC) was applied to a major multi-cultural sporting event, the Asian Cup 2015, through event ambassadors integrating the Kliatchko (2008) four-pillars model of IMC. Design/methodology/approach Semi-structured interviews were conducted with 14 people involved with the event, with questions designed to ascertain ways in which the multicultural communication occurred. Findings The four-pillars model is applicable in this case. Interviews identified that while the cultural and football issues being faced by the organisers introduced many challenges, ambassador communication proved to be an extremely effective process of IMC. The integration of ambassador communications overcame many cultural barriers with respect to language, ticketing and communication, enabling engagement of communication channels. Research limitations/implications This research addressed a specific multicultural event in one specific market. While providing insights into how this event managed its IMC programme, investigation into other events is required to identify whether similar results would apply. Practical implications The way in which the event incorporated community members into the IMC programme provides a strong opportunity to examine whether this approach could be applied by marketing managers more broadly. Originality/value An examination of the IMC conducted in conjunction with a major event has not featured previously, and the original way in which this event conducted its communications highlights aspects that are relevant to marketers in all organisations.
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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (September 16, 2021): 27–39. http://dx.doi.org/10.35814/coverage.v12i1.2152.

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The discovery of computers and specifically the internet, led to fundamental changes in concept, strategy, tactic, and implementation of business, marketing, and marketing communications, which shifted from conventional to modern markets in the digital age. Integrated Marketing Communications (IMC) is a concept derived from the research made by practitioners and academics in anticipating the expiry of old strategies that are no longer reliable. In turn, IMC became a new paradigm to be used as a basic reference in facing challenges in the global market. The application of IMC concepts and strategies to the global market is known as Integrated Global Marketing Communications (IGMC) planning. Changes that occur in consumer behavior, message development patterns, the proliferation of media, especially digital media, and the integration of marketing communication elements are the basis of the IGMC strategic development plan. The implementation of the IGMC program can be expected to be a road map to achieve organizational and corporate success in the digital age. This paper synthesized the viewpoints of different experts and provides the author’s analysis, interpretation, and theorizing. Keywords: integrated global marketing communications, global consumer, global message development, global media penetration, and IGMC planning patterns.
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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (January 20, 2017): 253. http://dx.doi.org/10.24002/jik.v13i2.835.

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Abstract: This research aims to describe the effectiveness of Integrated Marketing Communication (IMC) in PT Halo Rumah Bernyanyi which, from the perspective of marketing strategy, could be studied by analyzing the segmentation, targeting, and positioning. Using case-study method with in-depth interview, the result shows that the implementation of IMC at PT Halo Rumah Bernyayi is arranged in one single strategy and tend to neglect the complexities of running multi-brand family karaoke-house. This considers as ineffective because it leads to “cannibalization” among brands, especially when costumer’s targetting is overlooked before drafting the IMC plan.Keywords: Business, Integrated Marketing Communication, Marketing Abstrak: Penelitian ini bertujuan untuk mendeskripsikan efektivitas penerapan Integrated Marketing Communications (IMC) yang dilihat dari aspek segmentation, targeting dan positioning. Metode penelitian adalah studi kasus dengan menggunakan wawancara mendalam. Hasil penelitian menunjukkan bahwa penerapan IMC di PT Halo Rumah Bernyanyi dibuat dalam satu strategi dan tidak memerhatikan kompleksitas dari aspek segmentation, targeting dan positioning sebagai pedoman dasar. Langkah tersebut dinilai tidak efektif karena dapat mengakibatkan “kanibalisasi” antar brand, terlebih jika perhatian terhadap target konsumen diabaikan sebelum menyusun perencanaan IMC.Kata Kunci: Bisnis, Integrated Marketing Communications, Pemasaran
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Manser Payne, Elizabeth, James W. Peltier, and Victor A. Barger. "Omni-channel marketing, integrated marketing communications and consumer engagement." Journal of Research in Interactive Marketing 11, no. 2 (June 12, 2017): 185–97. http://dx.doi.org/10.1108/jrim-08-2016-0091.

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Purpose In this invited paper, the authors aim to offer an integrated marketing communications (IMC) framework for understanding how disparate customer touchpoints impact consumer engagement and profitability in an omni-channel environment. For each aspect of the framework, the authors recommend areas for further research. Design/methodology/approach The authors review literature linking personal and electronic channels of communication in an omni-channel context to consumer engagement, with an emphasis on channel and message unity. Findings Five major research areas were identified: research that better links omni-channel and IMC theory and practice; conceptual and empirical research that helps operationalize the consumer-brand engagement construct, including its antecedents and consequences; Build understanding of off- and on-line consumer-brand touchpoints and how they may enhance engagement and profitability; how omni-channel IMC best monetizes buyer–seller relationships; and omni-channel IMC in other consumer decision contexts. Practical implications The emergence of omni-channel marketing is breaking down the silos across available consumer-brand touchpoints. The intersection of effective omni-channel marketing and IMC strategic and tactical initiatives offers marketers an opportunity to engage their customers and to form profitable relationships. Originality/value The authors proposed an omni-channel IMC Framework and a research agenda for advancing the field. As this is a new area of inquiry, the authors argue for the development of other comprehensive frameworks, both for general omni-channel IMC conceptualizations.
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Bruhn, Manfred, and Stefanie Schnebelen. "Integrated marketing communication – from an instrumental to a customer-centric perspective." European Journal of Marketing 51, no. 3 (April 10, 2017): 464–89. http://dx.doi.org/10.1108/ejm-08-2015-0591.

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Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking impulses for customer-centric IMC. This is done by discussing central premises of customer-centric IMC in terms of the changed conditions on the media markets, its challenges and principles and its implementation issues. Design/methodology/approach The paper provides a conceptual approach to customer-centric IMC by deriving new lines of thinking from a review of existing literature relating to the concept of IMC. Findings The paper positions customer-centric IMC as an important advancement of IMC. It shows that the most important new lines of thinking which could be adopted as strategic components of customer-centric IMC are relationship orientation, content orientation and process orientation. The paper thus suggests that customer-centric IMC is a balancing act between a company’s own branding activities and the integration of customer-centered issues. Originality/value The originality of this paper resides in a detailed conceptual discussion of new insights into a customer-centric IMC. In contrast to existing work on IMC, this paper threads together the existing perspectives on IMC (inside-out and outside-in) to highlight the potential role of IMC in the era of social media (customer-centric IMC) by adding an outside-out view to the concept of IMC.
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Azizan, Muhammad Hafiz, Nabsiah Abdul Wahid, and Ismail Abustan. "Integrated Marketing Communication: Environmental Information Leads Stewardship." Advanced Science Letters 21, no. 4 (April 1, 2015): 933–36. http://dx.doi.org/10.1166/asl.2015.5939.

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The integration of marketing communication channel has provided environmental information in various aspects of learning. As practiced in the last 20 years, where marketing functions has moved from theory to practice. Therefore, the environmental education (EE) tackles environmental degradation issue today by ensuring relevant, specific knowledge is passed on to, and acted upon by targeted groups in the community like youth. Integrated media is a convenience channel of an EE creativity to inject the element of effective communication in learning experience for youth while integrated marketing communication (IMC) try to gain their attention, interest, desire and action (AIDA) on environmental issues. The literature identified exposures to various kind of integration in marketing communication have developed their consumer behavioural characteristics and attitude. This study investigates whether youth aged between 15-21 years old show different AIDA perceptions in environmental stewardship (ES). Survey respondents consist of 51 secondary school (15-17 years old) and 30 higher institution (18-20 years old) students who participated in a Kem Pemimpin Muda Perihatin Air Kebangsaan 2014 (KPMPAK ’14) organised by Department of Irrigation and Drainage (DID) Malaysia and UNESCO-IHP Malaysia to capture youth perception on EE program on media. IMC is an effective way of EE method as it managed to gain youth attention, interest, desire and action irrespective of their understanding. The findings provide an insight on youth behaviour when capturing information from EE marketing communication delivered via IMC.
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Komala, Cucu. "Integrated Marketing Communication (IMC) Perspfektif Etika Bisnis Islam." Khazanah Sosial 2, no. 2 (August 11, 2020): 57–62. http://dx.doi.org/10.15575/ks.v2i2.7910.

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Tujuan penulisan artikel ini adalah ingin mengetahui Integrated marketing communication (IMC) berdasarkan etika Islam. Etika Islam yang dimaksud berdasarkan etika yang dicontohkan Rasulullah SAW. Studi ini berpendapat bahwa Islam menawarkan paradigma paralel dalam menjalankan bisnis dan mengusulkan seperangkat prinsip yang berbeda yang dapat mengkonseptualisasikan bidang pemasaran dengan caranya sendiri. Metode penelitian ini merupakan metode kualitatif deskriptif dengan pendekatan studi literatur bersumber dari jurnal, artikel dan sumber lainnya. Keberhasilan Rasulullah dalam berbisnis merupakan prototipe dalam berbisnis. Kunci dari bisnis Rasulullah berpangkal pada membangun komunikasi yang baik dengan konsumen mengedepankan nilai-nilai Islam pada pengenalan produk, harga, promosi dan tempat seperti kejujuran, amanah, adil, menjungjung tinggi hak konsumen sebagai pembeli produk. Kejujuran merupakan modal penting, apa yang dipromosikan harus sesuai dengan barang yang disajikan dengan kontrol harga tidak boleh berlebihan, dan penetapan harga dilarang.
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Dissertations / Theses on the topic "Integrated marketing communication (IMC)"

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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.

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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing.  It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience

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Camano, Javier. "Integrated Marketing Communications: Branding Plan for Medicare y Mucho Mas." BYU ScholarsArchive, 2006. https://scholarsarchive.byu.edu/etd/472.

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The purpose of this paper is to explain the appropriate and effective use of branding as a vital part of the communication process of an organization. In addition, this project will help identify issues to improve enthusiasm for the use of the brand, help managers become aware of brand loyalty, and show how to measure the effectiveness of the brand.
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Elgh, Johan, and Felix Nyberg-Åslund. "Developing an integrated cross-cultural marketing communication strategy for software developing B2B SMEs." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-119149.

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This thesis has been created as a response to the growing interest among small and medium-sized business-to-business software developers to internationalise in order to grow their businesses. The initial study of the problem lead to the insight that a strategic mix of communication channels is a key success factor for an internationalisation. The purpose of this thesis was therefore determined to be to explore what and how different factors influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. Academic literature within three areas, related to the purpose of the thesis, was identified and discussed and presented in a frame of references. The first area concerned the development process of a strategic business-to-business marketing communication mix. Following this, the culture factor, including how communication is affected by cultural differences, was considered as a relevant area to study and add to the frame of references. Finally, the internationalisation process of business-to-business small and medium-sized enterprises was studied. Based on the study of academic theory, an analytical model was constructed and targeted issues for each area identified for the subsequent empirical study. An explorative case study approach was found to be suitable for the purpose of the thesis. It was performed by conducting qualitative interviews with representatives of the studied case company as well as a selection of its customers. Additional secondary data was withdrawn to triangulate with the primary data for the analysis of culture. By applying the analytical model to analyse the empirical evidence, using the academic theories and models from the frame of references, insights were generated and conclusions could be drawn. The analysis found that a key success factor is to build credibility in the eyes of prospects, regardless of where they are on the journey from being unaware of the company to becoming loyal customers. This is due to the risk avert nature of business-to-business decision makers. The most important factor for establishing credibility is to be able to show strong customer references, which makes nurturing present customer relationships a critical activity for success. Further, it was firmly established that the particularly long sell cycle that characterises the software industry in which the studied case company operates in, requires the communication channels to be integrated in order to be effective for the whole customer journey. Channels through which the communication can be adapted to suit a specific audience should be prioritised. Also, cultural differences and similarities should be considered, especially when it comes to views on power and the level of social restraint in the country to which the internationalisation is directed. The digitalisation of communication is a trend that evidently has a significant impact on the effectiveness of a marketing communication strategy. Digital communication channels are becoming increasingly relevant and suitable for communicating customer references, demonstrating product features and conveying corporate brand messages. By developing a business-to-business digital marketing communication strategy that is culturally adapted, the preconditions for the internationalisation of small and medium-sized enterprises are improved. On a final note, this Master’s thesis has identified a number of factors that influence the effectiveness and efficiency of a business-to-business marketing communication mix strategy that leverages the brand, in the context of internationalisation of software developing small and medium-sized enterprises. While this has contributed to academic theory, the findings concerning how these factors influence the effectiveness and efficiency provide practitioners with actionable insights. It is therefore the belief of the authors of this Master’s thesis that the content of this report can help managers of internationalising software developing small and medium-sized enterprises in their communication strategy development process.
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Sandberg, Emelie, and Anna Öhling. "Integration of Digital Communication in B2B Companies : A qualitative case study of Company X." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-68165.

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In communication and marketing there have been a shift from a transaction focus with emphasis on persuasion to a relationship focus referred to as a two-way communication with increased interactivity. Traditional companies are challenged to understand how their business can take advantage and adapt to the digital changes and opportunities when it comes to communication and building relationships and gain the ability to anticipate and deliver what customers expect them to. B2B companies have a slower adaption to digital media and digital changes compared to B2C companies and when it comes to digital channels there is many opportunities to discover. B2B companies still feel dependent on traditional communication when it comes to building relationships but the digital trend pressure companies to get involved and keep up digitally. The constantly expanding digital landscape force B2B companies to find a way to utilize digital platforms and channels in order to create strong digital relationships with retailer and audience The purpose of this study is to investigate and gain an understanding how B2B wholesalers communicate and build digital relationships with retailers. A qualitative method is used featuring a single-case study with Company X a B2B firm operating in the wholesale trade business as a producer and a wholesaler. Data used in the study is collected from semi-structured interviews with employees from the sales and marketing department. Digital marketing is one of the most emerging tools within communication, that B2B businesses not yet use to its full potential but are eager to discover the opportunities and advantages B2C companies adapted for a long time. B2B businesses use digital tools to support and strengthen the communication and relationship with retailers however findings reveal traditional tools is still the prefered communication method in B2B. Our findings suggest how there are still qualities lacking in digital communication that can only be achieved through traditional communication with psychical meetings. Empirical suggestion on how a B2B company can adopt techniques from B2C and apply it in a B2B context.
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Gilmour, Sophia Mawani, and n/a. "Organisational culture and the communication of loyalty : an ethnography." University of Canberra. Professional Communication, 2006. http://erl.canberra.edu.au./public/adt-AUC20070119.152841.

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Loyalty management has emerged over recent years as a topic of significant importance in both academic and practitioner discourse, articulating the benefits of an extended relationship with key stakeholders including, but not limited to, customers, employees and shareholders. This research explores the theory and practice of loyalty management from a communications perspective. The thesis attempted to discover how the integration or non-integration of internal and external communication affects the communication of loyalty, in addition to how loyalty management contributes towards the organisation�s perceived creation of value. In doing so, it also examines how the practice of customer relationship management (CRM), integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty. The research entailed a three-year ethnographic study of a business-to-business financial services organisation specialising in vehicle fleet leasing and management services, comprising a review of relevant academic literature; and participant observation, focus group studies, qualitative surveys and document analysis. Besides evaluating loyalty management from a communications perspective, the thesis contributes towards the body of knowledge on Australian organisations from an organisational culture perspective, as well as exploring communication beyond the traditional boundary of within the organisation itself. Unlike most loyalty management approaches, the holistic stance considers other stakeholders besides customers, in detail. The study does not seek to establish validity and generalisability. Rather, the mainly interpretist approach preserves the form and content of human behaviour by detailing descriptions of the concrete experience of life within a particular culture and of the social rules, patterns and perceptions that constitute it. The findings showed that organisational communication has to be integrated and cohesive to enable the effective management of loyalty. Furthermore, the results confirm that the notion of organisational boundaries comprising �internal� and "external" communication is limited. Involved protagonists, acting together from within and external to an organisation, create, sustain and manage meanings through the use of signs and symbols within a particular context to form a unique culture or community. In addition, the notion of loyalty and the creation of value for the consequent success of the organisation is an important and valid perception for most of the stakeholders. For this organisation, the use of ICT and practice of CRM and IMC has varying degrees of impact, mainly enhancing the communication of loyalty. The detraction of value is caused primarily by the fragmentation of communication between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.
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Shin, Hyojin Jeannie. "Analysis of the perception and reality of integrated marketing communications (IMC) in corporate public relations a study of South Korea /." [Gainesville, Fla.] : University of Florida, 2006. http://purl.fcla.edu/fcla/etd/UFE0014266.

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Nilsson, Daniel, and Alexander Losten. "Facebook : En nödvändig del av promotionsmixen för Internationella Marknadsföringsprogrammet." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-10050.

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Dispositionen i artikeln är som följer: först kommer artikeln förklara varför undersökningen genomfördes. Därefter följer en redogörelse av vad det är för verktyg som används för att besvara studiens syfte. Detta användes också för att formulera påståenden. Därefter följer en redogörelse för hur den här studien genomfördes i verkligheten, som också är nästa punkt. Det hela avslutas med tolkningen av insamlat empiriskt material följt av ett slutgiltigt svar på använda påståenden och problemfrågor. Studien har två mål. Det första är att besvara om sociala medier, i detta fall Facebook, kan användas för att ge framtida studenter information om högskolestudier och Internationella Marknadsföringsprogrammet på Mälardalens Högskola i Västerås. Studiens andra mål är att besvara varför och hur sociala medier skall ingå i programmets framtida promotionsmix. Studiens två mål besvarades med hjälp av påståenden som dragits från vald litteraturstudie. Studien har en experimentell ansats och påståenden undersöktes genom en studie av första- andra- och tredjeårselever elever från samtliga inriktningar på John Bauergymnasiet i Västerås. För att öka validiteten genomfördes en datatriangulering som bestod av fokusgruppsintervjuer, en enkätundersökning och observationer. Fyra av de sex testade påståendena deklarerades som positiva. Undersökningen visar att Facebook bör inkluderas i IMFs promotionsmix. Studien ger också förslag på vad som bör beaktas vid inkluderingen av en Facebooksida i promotionsmixen.
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Krátký, Ondřej. "Strategické plánování v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-10606.

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Today, everybody is subject to plenty of communication messages. Because of this situation firms' task becomes more difficult in finding new ways of contact with their customers. That is to say that current communication channels are glutted. This diploma thesis argues an origin of a successful communication strategy, the reason for growing importance of strategic planning and also how the communication strategy fits into a hierarchy of company processes. This thesis also contains a more detailed analysis of Integrated Marketing Communications concept (IMC) as a means of effective communication with not only chosen target audience, but also with company employees and the others concerned. Theoretical conclusions are accompanied by opinions of prominent communications experts from agencies participating in Asociace komunikačních agentur (The Association of communication agencies). These views are concerning development of communication planning under Czech conditions, practical utility of IMC and actual trends in marketing communications practice with regards to current economic situation.
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Butkouskaya, Vera. "Antecedents and consequences of integrated marketing communications (IMC): testing a theoretical models from firms' and customers' perspectives in spain and belarus." Doctoral thesis, Universitat Autònoma de Barcelona, 2017. http://hdl.handle.net/10803/458127.

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La Tesis Doctoral trata sobre las Comunicaciones Integradas de Marketing (CIM) y se compone de tres partes interrelacionadas que estudian: los antecedentes y las consecuencias del concepto CIM desde el punto de vista de la empresa, el concepto CIM como mediador y los factores que influyen en su efectiva implementación, y CIM basado en la percepción del consumidor. Mejorado por el avance en las tecnologías, el crecimiento de la competencia y la incertidumbre en el mercado, el concepto CIM evolucionó de un simple instrumento de coordinación táctica a una capacidad dinámica de marketing. Su evolución y una mayor participación en los procesos gerenciales determinan la necesidad de su revisión y mejor comprensión. Basado en la teoría de las capacidades dinámicas, CIM, cuando se combina con la estrategia correcta, puede traer una ventaja competitiva a la empresa y afectar positivamente su rendimiento. Sin embargo, investigaciones anteriores sugieren que las empresas pueden enfrentarse a obstáculos al implementar CIM. En primer lugar, los factores endógenos, incluyendo los efectos relacionados con la gestión interna de negocios y en segundo lugar, factores exógenos, relacionados con los efectos ambientales externos. Además, teniendo en cuenta la relación directa entre los antecedentes estratégicos de CIM y el rendimiento de la empresa, se sugiere el efecto de mediación de CIM. Finalmente, a pesar del enfoque centrado en el consumidor del concepto CIM, los investigadores se han centrado principalmente en analizarlo desde un punto de vista empresarial, pasando por alto la opinión del cliente. Partiendo de las teorías de las dimensiones institucionales y culturales, para el proceso de recolección de datos se seleccionaron dos países económica y culturalmente diferentes, una economía de transición (Bielorrusia) y una economía desarrollada (España). Para probar los modelos teóricos, realizamos encuestas a empresas y consumidores en Bielorrusia y España. El análisis de los datos sugiere que la orientación al mercado influye de manera positiva en CIM en ambas economías, pero el efecto de la orientación tecnológica sobre CIM sólo es significativo en la economía desarrollada. Las CIM afectan directamente al resultado de los clientes y el mercado, pero el efecto directo de CIM sobre el rendimiento financiero no es significativo en ninguna de las dos economías analizadas. El análisis de los efectos moderadores muestra que el tamaño de la empresa y el perfil del gerente moderan las relaciones en el modelo teórico, mientras que el sistema económico no lo hace. El efecto moderador de la estructura organizativa sólo es significativo en la economía desarrollada. Además, en una economía en transición, CIM sólo media las relaciones entre la orientación al mercado y los resultados de los clientes y los mercados. En una economía desarrollada, tanto la orientación al marketing como la tecnológica tienen efectos indirectos en el rendimiento de la empresa a través de CIM. Los resultados de la encuesta a los consumidores sugiere que la orientación tecnológica afecta positivamente a la percepción de CIM basada en el cliente, pero la orientación al cliente no tiene ningún efecto. Sin embargo, las orientaciones de los clientes y la tecnología tienen efectos indirectos en los comportamientos posteriores a la compra a través de CIM, pero sólo en España. Además, CIM afecta positivamente a la satisfacción del cliente, lo que a su vez influye positivamente en el boca-oído y la intención de recompra. Sin embargo, el boca-oído no tiene impacto en la intención de recompra. Además, la comparación intercultural revela diferencias que indican que sólo en una economía más orientada al mercado como España, CIM afectan al boca-oído y la intención de recompra. Estas relaciones están plenamente mediadas por la satisfacción del cliente en Bielorrusia y parcialmente en España.
The Thesis consists of three interrelated parts, which study Integrated Marketing Communications (IMC): the antecedents and consequences of the IMC concept from the company point of view, the IMC concept as a mediator and factors influencing on its implementation effectiveness, and, IMC based on the customer perception. Enhanced by advancement in technologies, the growth of competition and uncertainty in the market, the concept of IMC evolved from a simple instrument of tactical coordination to a dynamic marketing capability. Its evolution and deeper involvement in managerial processes determine the need for the review and better understanding. Based on the dynamic capabilities theory, IMC, when combined with the right strategy, can bring a competitive advantage to the firm and positively affect its performance. However, previous researchers suggest that companies may face barriers while implementing the IMC. First, endogenous factors, enclosing the effects related to internal business management. Second, exogenous factors, related to the external environmental effects. Additionally, taking into consideration the existence of a direct relationship between the strategic antecedents of IMC and company performance, we suggest the mediation effect of IMC. Finally, in spite of the customer-centric approach to the IMC concept, researchers have been mainly focused on analysing it from a managerial point of view, overlooking the understanding of customer opinion about IMC. Thus, we address three interrelated objectives. Chapter 1 focuses on analysing the strategic antecedents of the IMC concept and its consequences for company performance (customer, marketing, financial) under the moderating effect of the economy type. Chapter 2 aims to analyse the existent moderating and mediating effects in the IMC theoretical model. Chapter 3 studies IMC customer-based perception, its strategic antecedents and consequences on post-purchase customer behaviour (satisfaction, word-of-mouth recommendations, repurchase intention) from an inter-country perspective. To test theoretical models, we conduct companies and customer surveys in Belarus and Spain. Drawing from institutional and cultural dimensions theories, for the data collection process we selected two economical and culturally different countries, a transition economy (Belarus) and a developed economy (Spain). The data analysis suggests that market orientation positively influences on IMC in both transition and developed economies, but the effect of technology orientation on IMC is only significant in the developed economy. IMC directly affects customer and market performance, but the direct effect of IMC on financial performance is not significant in any of the two economies analysed. The moderating effects analysis shows that company size and manager's profile moderate the relationships in the theoretical model, whereas the economic system does not. The moderating effect of the organisational structure is only significant in the developed economy. In addition, in a transition economy, IMC mediates only the relationships between market orientation and customer and market performances. In a developed economy, both marketing and technology orientation have indirect effects on company performance through IMC. The results of customer survey analysis suggest that technology orientation positively affects the IMC customer-based perception, but customer orientation has no effect. However, customer and technology orientations have indirect effects on post-purchase behaviours through IMC, but only in Spain. Furthermore, IMC positively affects customer satisfaction, which in turn positively influences WOM and repurchase intention. However, WOM has no impact on repurchase intention. In addition, the cross-cultural comparison reveals differences, indicating that only in a more market-oriented economy as Spain IMC affects WOM and repurchase intention. These relationships are fully mediated by customer satisfaction in Belarus and partially in Spain. Implications of these findings for researchers and managers are further discussed, as are the limitations.
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Books on the topic "Integrated marketing communication (IMC)"

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Jakacki, Bernard C. IMC: An integrated marketing communications exercise. 2nd ed. Cincinnati, Ohio: South-Western College Pub., 2001.

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Watono, A. Adji. IMC, integrated marketing communication that sells: Bring your brand to the top with Indonesian style communication. Jakarta: Gramedia Pustaka Utama, 2011.

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Amanda, Broderick, ed. Integrated marketing communications. 2nd ed. Upper Saddle River, N.J: Prentice Hall Fiancial Times, 2004.

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Schultz, Don E. Integrated marketing communications. Lincolnwood, Ill., USA: NTC Business Books, 1993.

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Integrated marketing communications. 3rd ed. Toronto: Pearson Prentice Hall, 2011.

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Kevin, Morley, and Chartered Institute of Marketing, eds. Integrated marketing communications. Oxford: Butterworth-Heinemann, 1995.

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Vos, Marita. Integrated communication: Concern, internal and marketing communication. 4th ed. Netherlands: Eleven Intl. Pub., 2011.

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Vos, M. F. Integrated communication: Concern, internal and marketing communication. Utrecht: Lemma, 1999.

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Kliatchko, Jerry G. Understanding integrated marketing communications. Pasig City, Philippines: University of Asia and the Pacific, Institute of Communication, 2002.

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Donald, Baack, ed. Integrated advertising, promotion & marketing communications. 3rd ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2007.

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Book chapters on the topic "Integrated marketing communication (IMC)"

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Søilen, Klaus Solberg. "Integrated Marketing Communications (IMC)." In Management for Professionals, 1–13. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-36793-9_1.

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Madhavaram, Sreedhar, Vishag Badrinarayanan, and Pelin Bicen. "Integrated Marketing Communication (IMC): Conceptual and Theoretical Lacunae, Foundational Premises, and Framework." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 335–36. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_70.

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Florès, Laurent. "Digital dashboards: A tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC)." In How to Measure Digital Marketing, 218–37. London: Palgrave Macmillan UK, 2014. http://dx.doi.org/10.1057/9781137340696_8.

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Porcu, Lucia, Salvador del Barrio-García, and Juan Miguel Alcántara-Pilar. "Modeling the Antecedents and Effects of Integrated Marketing Communication (IMC) in the Hospitality Industry: An Extended Abstract." In Marketing at the Confluence between Entertainment and Analytics, 385–89. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_70.

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Seddon, Joanna. "Brand Valuation and IMC." In Integrated Brand Marketing and Measuring Returns, 9–57. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230297340_2.

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Schultz, Don E., Ilchul Kim, and Kyoungsoo Kang. "Integrated Marketing Communication Research." In The Handbook of International Advertising Research, 455–83. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch23.

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Twum, Kojo Kakra, and Andrews Agya Yalley. "Green Integrated Marketing Communication." In Green Marketing in Emerging Markets, 117–44. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-74065-8_6.

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Florès, Laurent. "From 360° communication to integrated marketing communication." In How to Measure Digital Marketing, 193–217. London: Palgrave Macmillan UK, 2014. http://dx.doi.org/10.1057/9781137340696_7.

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Walsh, Kelly. "The Secret of Successful Integrated Communication: Integrated Teams and ROI." In Integrated Brand Marketing and Measuring Returns, 131–43. London: Palgrave Macmillan UK, 2010. http://dx.doi.org/10.1057/9780230297340_5.

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Kachamas, Pornpimon. "Shaping Interactive Marketing Communication (IMC) Through Social Media Analytics and Modelling." In AI 2016: Advances in Artificial Intelligence, 675–81. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-50127-7_59.

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Conference papers on the topic "Integrated marketing communication (IMC)"

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Bormane, Santa. "The role of integrated marketing communication for ustainable development in food production." In 22nd International Scientific Conference. “Economic Science for Rural Development 2021”. Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2021. http://dx.doi.org/10.22616/esrd.2021.55.008.

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The decrease in food production output, the suspension of production, and the decrease in product demand have influenced the operation of producers and their communication with customers in 2020. This brings to the forefront the producer's role in the use of IMC for sustainable development in Latvia. The purpose of the survey of leading specialists at Latvian food producers was to find out their opinion on the trends of development and a sustainable use of IMC in business. The object of the research: IMC for sustainable development. The subject: IMC for sustainable marketing at Latvian food producers. The study uses monographic, quantitative, qualitative methods – interviews of leading specialists of producers. It represents a follow-up to the author's previous studies in the food retail industry where she researched food retail chains and conducted a survey of buyers. She developed a conceptual model of IMC for sustainable business development and found that each sector has peculiarities in product selling, service provision, etc., yet there are also common trends that apply to all industries. The author urges further market research, covering producers. The results show some trends: 1) the motivation to use IMC for sustainable development has grown due to the increased use of technologies; 2) extended periods of sedentarism have exacerbated the problem of overweight in society and given rise to demand for healthy ecological products, including natural ingredients in production; 3) the risk of employee illness and the reorganization of production has contributed to the use of digital marketing.
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Razati, Girang, Ratih Hurriyati, and D. F. Febriani. "Integrated Marketing Communication Performance on Purchase Decision." In 2nd Global Conference on Business, Management, and Entrepreneurship. SCITEPRESS - Science and Technology Publications, 2017. http://dx.doi.org/10.5220/0007114500430047.

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Xin, Chen. "Integrated approach in e-relationship marketing." In 2009 ISECS International Colloquium on Computing, Communication, Control, and Management (CCCM). IEEE, 2009. http://dx.doi.org/10.1109/cccm.2009.5267512.

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Teguh, Monika, Emanuelle Dea Nathalie Widjaja, Louisa Christine Hartanto, and Josephine Kurniawan Lukito. "Implementation of Integrated Marketing Communication at Kampoeng Semarang." In 2nd Jogjakarta Communication Conference (JCC 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200818.051.

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Wang Jiabin. "Study on integrated marketing communication about Luocheng Town." In 2010 2nd International Conference on Information Science and Engineering (ICISE). IEEE, 2010. http://dx.doi.org/10.1109/icise.2010.5688985.

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Guzovski, Marina. "CHANGING ATTITUDES AND CONSUMERS BEHAVIOR WITH INTEGRATED MARKETING COMMUNICATION." In 4th International Scientific – Business Conference LIMEN 2018 – Leadership & Management: Integrated Politics of Research and Innovations. Association of Economists and Managers of the Balkans, Belgrade, Serbia et all, 2018. http://dx.doi.org/10.31410/limen.2018.450.

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Bormane, Santa, and Anda Batraga. "Digital promotion as solution for integrated marketing communication in business." In 19th International Scientific Conference "Economic Science for Rural Development 2018". Latvia University of Life Sciences and Technologies. Faculty of Economics and Social Development, 2018. http://dx.doi.org/10.22616/esrd.2018.103.

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Cao, Yu. "Research on Integrated Marketing Communication in the Mobile Internet Environment." In 2015 International Conference on Economics, Social Science, Arts, Education and Management Engineering. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/essaeme-15.2015.33.

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Perwito, Agus Rahayu, and Heny Hendrayati. "Integrated Marketing Communication Analysis and Its Effect Towards Brand Equity." In 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/aebmr.k.210831.059.

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Li, Jiayi, and Yu He. "Application of Integrated Marketing Communication: Integrated Marketing Strategies of the Palace Museum's Cultural and Creative Products under New Media Age." In ICBIM 2020: 2020 The 4th International Conference on Business and Information Management. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3418653.3418676.

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