haku: @journal_id 1735 / yhteensä: 16
viite: 6 / 16
| Tekijä: | Fill, C. |
| Otsikko: | Essentially a Matter of Consistency: Integrated Marketing Communications |
| Lehti: | Marketing Review
2001 : SUMMER, VOL. 1:4, p. 409-426 |
| Asiasana: | MARKETING ANALYTICAL REVIEW MARKETING THEORY COMMUNICATION |
| Kieli: | eng |
| Tiivistelmä: | Despite the growth and popularity of the term Integrated Marketing Communications (IMC), there has been little consensus about what it is or what needs to be undertaken in order to establish IMC in organisations. This paper does not seek to offer a definition but looks at one of the key underlining characteristics that appear in the majority of definitions, namely harmonization or consistency. From this analysis the author develops an incremental approach to the way in which IMC might develop in organisations. This is then demonstrated through a small case study which uses the example of a medium sized engineering company which has developed IMC with a very strong strategic foundation. |
SCIMA