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Journal articles on the topic 'Integrated Marketing Communications (IMC)'

Author: Grafiati

Published: 4 June 2025

Last updated: 1 August 2025

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1

Dahl, Stephan, Lynne Eagle, and David Low. "Integrated marketing communications and social marketing." Journal of Social Marketing 5, no. 3 (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

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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 communicat

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Prayitno, Sunarto. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." CoverAge: Journal of Strategic Communication 12, no. 1 (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 strat

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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 (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

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Niko Yehezkiel and Nafiah Ariani. "Komunikasi Pemasaran Global Terpadu: Tantangan di Era Digital." Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 6, no. 6 (2024): 3962–78. http://dx.doi.org/10.47467/alkharaj.v6i6.1405.

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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 strategie

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Turner, Paul. "Implementing integrated marketing communications (IMC) through major event ambassadors." European Journal of Marketing 51, no. 3 (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

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Rismayanti, Rebekka. "Integrated Marketing Communications (IMC) di PT Halo Rumah Bernyanyi." Jurnal ILMU KOMUNIKASI 13, no. 2 (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 costu

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CHUBUKOVA, O.Yu., and V.V. MARTSYNOVSKYI. "Integrated marketing communications: relevant questions of the theory." Market Relations Development in Ukraine №6(217)2019 136 (August 27, 2019): 63–72. https://doi.org/10.5281/zenodo.3378325.

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The subject of research is a set of specific features inherent to integrated marketing communications (IMC). The purpose of writing this article is to systematize the approaches in studying the IMC existing in Ukraine, and to offer the definition of the ’integrated marketing communications’ concept that would most closely correspond to the current state of its development. The methodology of the work: methods of analysis and synthesis; methods of comparisons and generalizations. The results of the work. The differences between such pairs of concepts are clarified: traditional marke

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Wu, Lingling, Yuriy Danko, Fuli Chen, Xuefeng Yao, and Fenghe Zhang. "Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace." Innovative Marketing 18, no. 1 (2022): 152–67. http://dx.doi.org/10.21511/im.18(1).2022.13.

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Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the development process, current hotspots, and future trends of IMC research. Moreover, it explores the characteristics and patterns of IMC research. First, this paper shows the annual literature volume, leading countries, journals, and authors in IMC research through bibliometrics. Then, five hot research top

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MARTSYNOVSKYI, V. V. "Integrated marketing communications: history of development." Market Relations Development in Ukraine №4(263)2023 100 (June 27, 2023): 80–88. https://doi.org/10.5281/zenodo.8087842.

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The subject of research is the term «integrated marketing communications» and others that preceded its appearance, a set of their specific features. The purpose of writing the article is to systematize and generalize data related to the history of the emergence and development of the concept of «integrated marketing communications» and those related to it. The methodology of the study: methods of analysis and synthesis; comparison and generalization. The study results. The article is devoted to issues of the historiography of the concept of integrated marketing communic

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Marshus, Soffan, Rahmi Mulyasih, and Dwi Nurina Pitasari. "PENGARUH INTEGRATED MARKETING COMMUNICATIONS (IMC) TERHADAP MINAT TOP UP SALDO PENGGUNA OVO DI MALL OF SERANG." Jurnal Manajemen Perusahaan: JUMPA 1, no. 1 (2022): 38–47. http://dx.doi.org/10.30656/jumpa.v1i1.4567.

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Digital payment instruments are used by the people of Indonesia as a means of payment in buying and selling transactions. Because digital payment instruments are new, companies therefore use this opportunity as a marketing communication tool that can reach broad marketing using Integrated Marketing Communications (IMC), such as Advertising, Sales Promotions, Public Relations, Internet Marketing, Personal Selling and Direct Marketing with the aim to attract shopping interest in the community, so it is easy to understand and interesting for marketing communications. The purpose of this study was

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Efemena, Mukoro, Assoc Prof Dr Mahaganapathy Dass, Dr Farzana Nazera, and Kazi Tanvir. "Breaking Barriers: The Crossroads of Social Media, Affiliate, and YouTube Marketing in Nigerian Integrated Marketing Communication." Journal of Media,Culture and Communication, no. 41 (December 1, 2023): 18–28. http://dx.doi.org/10.55529/jmcc.41.18.28.

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This research investigates the interplay between marketing strategies and Integrated Marketing Communication (IMC) within the dynamic Nigerian market. Hypothesis 2 suggests that there is a statistically significant correlation between an upsurge in Affiliate Marketing (AM) and an increase in Integrated Marketing Communications (IMC). Hypothesis 1 posits that there exists a statistically significant negative correlation between Social Media Marketing (SMM) and Integrated Marketing Communications (IMC), indicating that the increasing prevalence of SMM may impede the effectiveness of IMC in the c

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Bormane, Santa. "INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 25, 2018): 80. http://dx.doi.org/10.17770/sie2018vol1.3405.

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Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of prod

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Suay, Francisco. "Integrated marketing communications. The Coca-Cola Spain IMC model." Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 18–31. http://dx.doi.org/10.17561/ree.v2020n2.2.

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In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies. In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC. One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapte

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Nikolaeva, M. A., and L. M. Farkhutdinova. "Integrated marketing communications as a promising direction for improving marketing tools." Lizing (Leasing), no. 2 (April 14, 2023): 4–10. http://dx.doi.org/10.33920/vne-03-2302-01.

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The article discusses the features of integrated marketing communications and their differences from traditional marketing communications, and identifies the IMC advantages and limitations. The IMC types and their influence on the effectiveness of marketing activities are indicated; the means of Internet marketing are presented and their characteristics are given.

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Estaswara, Helpris. "Tiga Dekade Perkembangan Integrated Marketing Communications (IMC): Sebuah Literatur Review." Gunahumas 1, no. 2 (2020): 199–213. http://dx.doi.org/10.17509/ghm.v1i2.23042.

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Abstrak Sejak kelahirannya, tiga dekade yang lalu hingga hari ini, IMC (Integrated Marketing Communications) telah menjadi perhatian para akademisi dan praktisi di seluruh dunia. Sebagai kajian yang relatif baru, penting untuk meninjau perkembangan IMC yang ditelusuri dari berbagai tulisan yang diterbitkan di jurnal-jurnal internasional terindeks sebagai bentuk manifestasi perkembangannya. Guna melihat perkembangan IMC selama tiga dekade ini dapat didasarkan pada tiga aspek, yaitu theoretical building, topik penelitian dan pengimplementasian IMC. Tujuannya untuk: (1) Melihat sejauhmana perkemb

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Ots, Mart, and Gergely Nyilasy. "Just doing it: theorising integrated marketing communications (IMC) practices." European Journal of Marketing 51, no. 3 (2017): 490–510. http://dx.doi.org/10.1108/ejm-08-2015-0595.

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Purpose This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach The

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Roy, Saumi, and Sheelan Misra. "Impact of integrated marketing communication strategies on choice of higher education institutions." Innovative Marketing 20, no. 4 (2024): 74–84. http://dx.doi.org/10.21511/im.20(4).2024.07.

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In today’s fiercely competitive realm of higher education, Integrated Marketing Communications (IMC) have emerged as a crucial approach for institutions to effectively connect with prospective students. This study examines the influence of IMC strategies on students’ choices of higher education institutions (HEIs) in Bangalore, India. Using a descriptive research design, data were gathered via a structured questionnaire from a sample of 384 students. The findings reveal notable disparities in perceptions of IMC based on gender, academic discipline preference, and institution type. Interestingl

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Ebren, Figen, Philip J. Kitchen, Şafak Aksoy, and Erdener Kaynak. "Probing Integrated Marketing Communications (IMC) in Turkey." Journal of Promotion Management 11, no. 1 (2005): 127–51. http://dx.doi.org/10.1300/j057v11n01_08.

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Finne, Åke, and Christian Grönroos. "Communication-in-use: customer-integrated marketing communication." European Journal of Marketing 51, no. 3 (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 comm

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Helpris, Estaswara, and Said Mashadi. "Understanding 30 Years of Integrated Marketing Communication (IMC) in the 2019 Indonesian Journal." INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS 07, no. 06 (2024): 2844–55. https://doi.org/10.5281/zenodo.12514558.

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This article examines 10 journals on Integrated Marketing Communication (IMC) in Indonesia in 2019. Essentially, IMC consists of two core concepts, which have evolved into four stages of IMC implementation. The first concept, introduced in 1989, is known as the inside-out approach or tactical coordination of marketing communications. The second concept, emerging in 2004, is called the outside-in approach, encompassing internal support to external activities (Second Stage), application of information technology (Third Stage), and financial and strategic integration (Fourth Stage). Thus, this pa

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KA, Dr Azees. "EFFECTIVENESS OF ONLINE MARKETING IN INTEGRATED MARKETING COMMUNICATION: A COMPREHENSIVE STUDY." International Journal of Economics Finance & Management Science 08, no. 08 (2023): 05–09. http://dx.doi.org/10.55640/ijefms-9133.

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This comprehensive study examines the effectiveness of online marketing in integrated marketing communication (IMC). As digital technologies continue to transform the marketing landscape, online marketing has become a central component of IMC strategies for businesses. The research investigates how online marketing channels, such as social media, email marketing, search engine optimization, and content marketing, contribute to a cohesive and synchronized communication approach. Through a mix of qualitative and quantitative methods, this study analyzes the impact of online marketing on brand aw

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TerentevA, Nataliya, and Ye PAVELCHUK. "INTEGRATED MARKETING COMMUNICATIONS AS A FACTOR OF EFFECTIVE ENTERPRISE DEVELOPMENT." HERALD OF KHMELNYTSKYI NATIONAL UNIVERSITY 300, no. 6 (2021): 249–53. http://dx.doi.org/10.31891/2307-5740-2021-300-6-39.

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In today’s competitive environment, companies must constantly interact with existing and potential customers. At the same time, the basic tools of marketing communications are no longer effective enough. An integrated approach to the formation of a complex of marketing communications is thus able to help companies strategically build communication with consumers. Multilateral study of the concept of integrated marketing communications and its differences from the complex of marketing communications is the basis for determining its role in the formation of communications between businesses and

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Ozuem, Wilson, Kerry Howell, and Geoff Lancaster. "Exploring the relationship between integrated marketing communications and decentralised organisational structure: a heuristics perspective." Qualitative Market Research: An International Journal 25, no. 2 (2022): 272–92. http://dx.doi.org/10.1108/qmr-07-2021-0098.

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Purpose The concept of integrated marketing communications (IMC) was developed in the 1990s and has gained significant interest from academics and practitioners, yet it is seldom achieved in practice. The purpose of this paper is to investigate the reasons behind this assertion. Design/methodology/approach Knowledge needed for this study was generated from a case study of a global company, operating a decentralized organizational structure in the health-care industry. Findings Thirty semi-structured interviews were performed with marketing employees and management. This paper contributes to fa

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Sulaeman, Dede, Reni Novia, and Amanda Sherly Devita Vanny. "PENERAPAN INTEGRATED MARKETING COMMUNICATION GALERI WIRDA PONDOK UNGU BEKASI." DIALEKTIKA KOMUNIKA: Jurnal Kajian Komunikasi dan Pembangunan Daerah 12, no. 1 (2024): 34–49. http://dx.doi.org/10.33592/dk.v12i1.4763.

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Micro, Small, and Medium Enterprises (MSMEs) are the most common type of business, especially in Indonesia. Many business sectors are the same, so there are many competitors. The clothing store Galeri Wirda Pondok Ungu Bekasi, as an MSME in the clothing sector, for example, with many of the same and similar businesses, requires a marketing strategy. The role of Integrated Marketing Communication (IMC) as a marketing strategy in providing clear information to consumers with various marketing media helps businesses survive and increase their sales. By using the analysis of IMC theory, this study

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Heidy Jane Amanda Wattimena, Grace. "Strategi Komunikasi Pemasaran Terpadu Produk “Kopi Kenangan”." SKETSA BISNIS 11, no. 1 (2024): 24–41. http://dx.doi.org/10.35891/jsb.v11i1.4550.

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Abstract This article aims to show the application of Integrated Marketing Communication (IMC) in the context of Kopi Kenangan, a popular coffee company in Indonesia. IMC is an approach that integrates various marketing and communications elements to achieve consistent and effective goals. The research approach uses qualitative with qualitative descriptive methods. The research results show that the implementation of IMC has made Kopi Kenangan successful in creating a well-coordinated marketing strategy, starting from branding, promotions, to communication with customers. This article analyzes

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Rico, Rico, Nafiah Ariyani, and Didi Susanto. "Implementation Strategy of Integrated Marketing Communication (IMC) to Improve Company Image: Case Study on PT. Anugerah Sawit Inti Harapan." Pancasila International Journal of Applied Social Science 2, no. 01 (2023): 42–54. http://dx.doi.org/10.59653/pancasila.v2i01.453.

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The development of the palm oil industry is increasingly rapid, triggering intense competition among companies in this industry. One of the key factors in winning the competition is a good company image. Integrated Marketing Communication (IMC) emerged as a holistic strategy to build and improve a company's image. PT. Anugerah Sawit Inti Harapan, as a leading company in this sector, faces the challenge of strengthening their corporate image amidst market dynamics. This research aims to analyze the strategy for implementing Integrated Marketing Communication (IMC) in improving the company's ima

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Kitchen, Philip, and Marwa E. Tourky. "Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?" Revista de Estudios Empresariales. Segunda Época, no. 2 (December 22, 2020): 7–17. http://dx.doi.org/10.17561/ree.v2020n2.1.

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Integrated marketing communications (IMC) are a core part of business success in the 21st century, but are facing exceptional challenges, some of which predate the devastation wrought by the COVID-19 pandemic. The various stages of IMC offer rich potential to enhance marketing techniques, harness the power of data analytics and build brand success. However, while most firms would claim to be deploying IMC, many are offering little more than sales-orientated mass marketing, having failed to move beyond the most basic form of its operation (Stage 1). Amid shrinking economies and slashed marketin

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Fatimah, Adinda, and Isnawijayani Isnawijayani. "STRATEGI KOMUNIKASI PARIWISATA PANTAI TONGACI DI SUNGAILIAT BANGKA BELITUNG." Jurnal Inovasi 15, no. 1 (2023): 1–10. http://dx.doi.org/10.33557/ji.v15i1.2192.

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The purpose of this research is to see the Communication Strategy of the Tongaci Beach Tourism in Sungailiat Bangka Belitung. This research method is qualitative with the approach of observation, interviews, literature study and documentation. The research subjects consisted of tourist attraction using the theory of Integrated Marketing Communication (IMC) in the field of tourism marketing communication by Bungin (2015) as the theoretical basis of the research entitled Tongaci Beach Communication Strategy in Sungailiat Bangka Belitung. This research is a research on the analysis of communicati

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Putri, Rina Tanti Astik, Janette Maria Pinariya, and Ghina Dintya Maulidianty. "TAKTIK INTEGRATED MARKETING COMMUNICATIONS PADA UMKM PENGRAJIN BATIK SOLO." Metacommunication; Journal of Communication Studies 7, no. 1 (2022): 96. http://dx.doi.org/10.20527/mc.v7i1.11735.

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The research carried out is the application of Integrated Marketing Communication (IMC) which includes digital/internet marketing, sales promotion and personal selling at small and medium-sized enterprises (SMEs) batik craftsmen Solo HR Boutique. This study aims to determine the IMC tactics carried out by batik craftsmen Solo HR Boutique in introducing traditional batik with a modern touch. The method in this research is descriptive qualitative. The data used are semi-structured in-depth interviews and document collection. Miles and Hubermen data analysis is a technique that will be used in th

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Ots, Mart, and Gergely Nyilasy. "Integrated Marketing Communications (IMC): Why Does It Fail?" Journal of Advertising Research 55, no. 2 (2015): 132–45. http://dx.doi.org/10.2501/jar-55-2-132-145.

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Fitriah Hartanti, Ira Nuriya Santi, Zakiyah Zahara, and Wiri Wirastuti. "Implementasi Integrated Marketing Communication (IMC) Pada Sofie Localfood." Journal Economic Excellence Ibnu Sina 2, no. 1 (2024): 76–80. http://dx.doi.org/10.59841/excellence.v2i1.919.

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The more businesses that are established, especially those operating in the same field, this can create competition which can be a challenge for the company. In this case, the business is not just about buying and selling, but must prioritize the opportunity to reach consumers in a good way. One of the main keys is effective communication. The method that will be used in this research is qualitative descriptive. Research with a qualitative descriptive design aims to understand the phenomena experienced by research subjects which include behavior, motivation. According to the company, Sofie imp

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C. Ratković, Milijanka, Andrijana Kos Kavran, and Miha Lesjak. "DILEMMAS AND CHALLENGES IN IMPLEMENTING INTEGRATED MARKETING COMMUNICATIONS IN THE SPORTS MARKET." SPORTICOPEDIA - SMB 2, no. 1 (2024): 265–84. https://doi.org/10.58984/smbic240201265r.

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Integrated Marketing Communications (IMC) in the broader sense in the sports market encompasses all promotional techniques from the promotional mix spectrum, as well as all communication potentials of the point of sale of the sports product and the product itself, digital resources, and public relations. The lack of coordination in the use of communication potentials has led to the necessity of the IMC concept. The dilemmas and challenges arising from the sports market regarding the application of IMC stem from the issues of defining the sports segments that make up this market, the imprecisio

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A.A Istri Ananda Shinta Dewi, Kadek Dwi Cahaya Putra, and Ni Luh Putu Inten Rumini. "PENGARUH INTEGRATED MARKETING COMMUNICATION (IMC) TERHADAP REPURCHASE DECISIONS DI AUTO2000 SANUR, BALI." EKBIS (Ekonomi & Bisnis) 12, no. 2 (2024): 54–65. https://doi.org/10.56689/ekbis.v12i2.1477.

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The aim of this study is to analyze the impact of Integrated Marketing Communication (IMC) and its influence on the decision to re-purchase a Toyota car in Auto2000 Sanur, Bali. This research uses quantitative research methods. The samples were obtained by purposive sampling and the number of samples was determined by the Slovin formula, which is 89 respondents. The data processing techniques in this study are assisted by the SPSS version 25 program and use data analysis techniques such as validity tests, reliability tests, classical assumption tests, regression analysis, f tests, t tests, and

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Junaedi, Rusli Akhmad. "Analysis of Integrated Marketing Communication Strategy for Surabaya Medical Tourism." Journal of Language, Communication, and Tourism 3, no. 1 (2024): 1–14. https://doi.org/10.25047/jlct.v3i1.5441.

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This article investigates an integrated marketing communication (IMC) strategy to develop Surabaya Medical Tourism's marketing process so that local medical tourists know Surabaya City's identity as a medical tourism destination. Background draws its inspiration from the fact that many residents of Surabaya City opt to seek medical treatment abroad despite Surabaya City being a popular destination for medical tourism and home to several major hospitals in Indonesia. The method uses a case study design with a qualitative methodology. Collected data through in-depth interviews, observations, and

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Aleksandrova, E., and S. Ageeva. "Integrated marketing communication as the source of increase of competitiveness of the enterprise." Bulletin of Science and Practice 1(14), no. 286 (2017): 100–105. https://doi.org/10.5281/zenodo.244223.

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The article describes the main components of integrated marketing communications (IMC) as a source of competitiveness of the enterprise in modern market conditions. The role of communication in shaping the competitive business.

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Berezyuk, Vitaliy, and Andriy Donets. "Marketing communications in the Internet environment: the essence and problems of integration." Marketing and Digital Technologies 1, no. 7 (2023): 120–27. http://dx.doi.org/10.15276/mdt.7.1.2023.9.

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The aim of the article. The purpose of this article is to specify and update the categorical apparatus respecting Internet marketing, based on the authors' approach to the classification of integrated marketing communications on the Internet. Furthermore, the authors determine key indicators of success in the implementation of integrated promotion models at enterprises. Analyses results. The article is designed to research the essence of the categories "Internet marketing" and "Internet communication". These categories were analyzed and clarified from the perspective of their systematic connec

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I Gusti Ayu Putri Trisnayanti, Ida Bagus Gede Candrawan, and I Ketut Wardana Yasa. "INTEGRATED MARKETING COMMUNICATION DALAM MENINGKATKAN IMAGE PADA UNIVERSITAS HINDU NEGERI I GUSTI BAGUS SUGRIWA." Anubhava: Jurnal Ilmu Komunikasi HIndu 2, no. 2 (2022): 363–72. http://dx.doi.org/10.25078/anubhava.v2i2.1438.

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UHN I Gusti Bagus Sugriwa is one of the Hindu State Universities located in the urban area of Denpasar, namely North Denpasar, of course, it cannot be separated from the very fierce competition with universities in Bali, image restoration needs to be done to build an image, therefore universities must be able to market their institutions to the community so that they can arouse interest and then attract prospective students. One of them is by applying the concept of Integrated Marketing Communication (IMC). This research method uses a descriptive qualitative approach, and produce research name

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Šeric, Maja, Irene Gil-Saura, and Đurđana Ozretić-Došen. "Insights on integrated marketing communications: implementation and impact in hotel companies." International Journal of Contemporary Hospitality Management 27, no. 5 (2015): 958–79. http://dx.doi.org/10.1108/ijchm-12-2013-0568.

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Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically examining the concept in a new context, that is hotel companies, and comparing its implementation and impact in Italian and Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests in high-quality hotels. Findings – From the manager’s point of view, both Italian and Croatian hotels show a high level of IMC implementation and significant differences regarding some items. From the guest’s point of view, signi

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Rehman, Shakeel ul, Rafia Gulzar, and Wajeeha Aslam. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach." SAGE Open 12, no. 2 (2022): 215824402210999. http://dx.doi.org/10.1177/21582440221099936.

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The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic

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Ali, Nafez Nimer Hasan, and Mahmoud Allan. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers." International Journal of Marketing Studies 9, no. 4 (2017): 97. http://dx.doi.org/10.5539/ijms.v9n4p97.

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Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based ma

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Valos, Michael John, Fatemeh Haji Habibi, Riza Casidy, Carl Barrie Driesener, and Vanya Louise Maplestone. "Exploring the integration of social media within integrated marketing communication frameworks." Marketing Intelligence & Planning 34, no. 1 (2016): 19–40. http://dx.doi.org/10.1108/mip-09-2014-0169.

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Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale

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Danquah, D. D. Danquah. "Integrated marketing communication in the hotel industry: Enhancing tourism and national economic development." Pentvars Business Journal 2, no. 1 (2008): 66–73. http://dx.doi.org/10.62868/pbj.v2i1.33.

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In recent years, integrated marketing communications (IMC) has gained popularity among academics and marketing practitioners. However, the term is not yet well known in the hotel industry in Ghana. This paper seeks to explain the importance of IMC strategy in the hotel industry as well as discuss the practical issues involved with the implementation of IMC strategy. From a broader perspective, IMC considers not only the promotional tools (advertising, sales promotion, personal selling, direct marketing and public relations), but also every contact with the company, the product, or the brand. I

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Ņikadimovs, Oļegs. "IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS IN THE HOSPITALITY INDUSTRY: A LITERATURE REVIEW." SOCIETY. INTEGRATION. EDUCATION. Proceedings of the International Scientific Conference 6 (May 21, 2019): 441. http://dx.doi.org/10.17770/sie2019vol6.4006.

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The hospitality industry is one of the most dynamic and competitive sectors, it has become more important to communicate marketing messages that are clear, unified and integral throughout all the communication channels to the target audiences. The paper aims to review the previously conducted research efforts on implementation of the concept of integrated marketing communications (IMC) in the hospitality industry. The aim of this research study is to collect and analyse the main concepts and conclusions of theoretical and practical research in the hospitality IMC implementation in the recent y

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Estaswara,, Helpris. "INTEGRATED MARKETING COMMUNICATIONS (IMC) IN HIGHER EDUCATION IN INDONESIA." Polish Journal of Management Studies 14, no. 1 (2016): 74–83. http://dx.doi.org/10.17512/pjms.2016.14.1.07.

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Hutton, James G. "Integrated relationship-marketing communications: a key opportunity for IMC." Journal of Marketing Communications 2, no. 3 (1996): 191–99. http://dx.doi.org/10.1080/135272696346141.

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Kliatchko, Jerry. "Towards a new definition of Integrated Marketing Communications (IMC)." International Journal of Advertising 24, no. 1 (2005): 7–34. http://dx.doi.org/10.1080/02650487.2005.11072902.

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Muhammad Haidul Fikri and Sa’diyah El Adawiyah. "Pengaruh Integrated Marketing Communication Terhadap Citra Perusahaan Ortuseight." TUTURAN: Jurnal Ilmu Komunikasi, Sosial dan Humaniora 1, no. 4 (2023): 79–88. http://dx.doi.org/10.47861/tuturan.v1i4.508.

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Business competition between sports brands is very tight. There is intense competition between brands in Indonesia, for this reason each brand creates a strategy for its brand, such as Integrated Marketing Communication (IMC). In the business world, Integrated Marketing Communication (IMC) is one of the strategies that is the most important point for creating integrated marketing communications in order to attract consumers and build an image. As is done by the local brand, Ortuseight. The theory used is integrated marketing communication which includes advertising, sales promotion, personal s

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Faizah, Nur, and Sokhi Huda. "Strategi Integrated Marketing Communication Produk The Red Ginger Al-Ghozali di Tambak dalam Baru Surabaya." Jurnal Ilmu Komunikasi 9, no. 2 (2019): 162–79. http://dx.doi.org/10.15642/jik.2019.9.2.162-179.

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This study examines the Integrated Marketing Communications (IMC) strategy carried out by Ustadh Al-Ghozali in marketing the red ginger products. IMC strategy plays an important role in the advancement and development of the Home industry. The purpose of this study was to identify the IMC strategy proposed by Al-Ghozali in marketing the red ginger products and to teach this research using a qualitative-descriptive approach with a Marketing Mix theory perspective. The results of this study describe that the IMC strategy carried out by Al-Ghozali includes two stages, namely planning and implemen

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Nasution, Galang. "MILLENNIAL MAGNET: AN INTEGRATED MARKETING COMMUNICATION STRATEGY FOR BOOSTING BRAND AWARENESS." International journal of social sciences 4, no. 5 (2024): 30–35. https://doi.org/10.55640/ijss-04-05-04.

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This paper presents a comprehensive integrated marketing communication (IMC) strategy designed to enhance brand awareness among millennial consumers. Recognizing the unique preferences and behaviors of millennials, the strategy leverages a combination of traditional and digital marketing channels to create a cohesive brand experience across multiple touchpoints. Key elements of the IMC strategy include social media marketing, influencer partnerships, content creation, experiential marketing events, and targeted advertising campaigns. By aligning messaging, visuals, and interactions across chan

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