haku: @author Swain, W.N. / yhteensä: 1
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| Tekijä: | Swain, W.N. |
| Otsikko: | Perceptions of IMC after a decade of development: Who's at the wheel, and how can we measure success? |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 46-65 |
| Asiasana: | Relationship marketing Advertising Communication Executives Leadership Measurement Success |
| Kieli: | eng |
| Tiivistelmä: | The literature on Integrated Marketing Communication (IMC) offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain unresolved. A survey was conducted to investigate leadership preferences and perceptions of appropriate methods of measurement and agency compensation in planning and implementing IMC. The survey was conducted by internet among samples of six professional groups with ties to marketing communication: advertising agency executives (here as: execs.), public relations agency execs, corporate marketing execs, corporate public relations execs, advertising and marketing academics, and public relations academics. The survey revealed some clustering of leadership preferences but little movement toward marketing communication measurement and agency compensation methods consistent with models of IMC as a developing paradigm. |
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