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| Author: | Reid, M. |
| Title: | IMC-performance relationship: further insight and evidence from the Australian marketplace |
| Journal: | International Journal of Advertising
2003 : VOL. 22:2, p. 227-248 |
| Index terms: | MARKETING COMMUNICATION PERFORMANCE APPRAISAL AUSTRALIA MANAGEMENT |
| Language: | eng |
| Abstract: | As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets. This paper presents the management of marketing communications, from an integrated marketing communications (IMC) perspective, and brand-related performance in smaller and medium- sized service and consumer goods firms. The paper employs the mini-communications management audit devised by Duncan and Moriarty (1997) as a mechanism for examining key IMC issues. |
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