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...

This study aims to analyze international scientific articles for integrated marketing communication research systematically, both from the perspective of themes, locations and subjects, as well methods used. reviewed 149 presented four main findings. First. The first theme in communications is with customer relationship management, second deals concept known value added plans developed role com...

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 ...

Purpose This study aims to investigate how marketing communication (MC) and nascent corporate (CC) strategies are juxtaposed in the small- medium-sized enterprise (SME) setting. Design/methodology/approach A qualitative research method based on a multiple case approach is elaborated South-East Asian emerging economy. Findings The key findings show that MC CC coexist SMEs, frequently closely int...

Companies can communicate marketing messages by a range of methods, including advertising, publicity, personal selling, public relations, direct marketing, sales promotions, sponsorships, packaging and branding. Each of these marketing communication elements has unique features that directly influence the role and function they could perform in Integrated Marketing Communication (IMC) strategie...

Kabupaten Sidoarjo memiliki embrio destinasi wisata bahari yang dapat menjadi unggulan bagi Sidoarjo. Namun, tersebut masih belum terekspose atau di promosikan dengan maksimal, sehingga banyak masyarakat lokal, global mancanegara mengetahui lokasi dan keindahan dari objek dimiliki oleh Oleh karena itu perlu dilakukan pemasaran tepat terukur terhadap tersebut. Tujuan penelitian ini adalah untuk ...