search query: @author Keller, K. L. / total: 10
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| Author: | Keller, K. L. |
| Title: | Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs |
| Journal: | Journal of Marketing Management
2001 : SEP, VOL. 17:7-8, p. 819-847 |
| Index terms: | MARKETING COMMUNICATION SOFTWARE |
| Language: | eng |
| Abstract: | This paper considers issues in how to develop, implement, and evaluate an integrated marketing communication program. Specifically, to provide micro perspectives - especially relevant for academic research - the authors introduce the Marketing Communication Tetrahedron as a means of classifying and analyzing factors influencing marketing communication effectiveness along four broad dimensions (i.e. factors related to the consumer, communication, response, and situation). To provide macro perspectives - especially relevant for managerial planning - the authors provide criteria as to how integrated marketing communication programs can be designed and evaluated as a whole (i.e. according to coverage, contribution, commonality, complementarity, robustness, and cost considerations). |
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