Measuring integrated marketing communication by taking a broad organisational approach
نویسندگان
چکیده
منابع مشابه
Integrated Marketing Communication
Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phel...
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Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well as the general public. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. In fact, every brand contact delivers an impression that can affect ...
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Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marke...
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Agreement technologies [1] achieve coordination among autonomous computational entities, by combining technologies for norms, semantics, organisations, argumentation, negotiation, and trust. We consider how an organisational programming language, such as 2OPL [2], can be extended to monitor communication. Such an extended programming language can be used to facilitate the development of electro...
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ژورنال
عنوان ژورنال: European Journal of Marketing
سال: 2017
ISSN: 0309-0566
DOI: 10.1108/ejm-08-2015-0587