haku: @author Griffin, T. / yhteensä: 5
viite: 2 / 5
| Tekijä: | McArthur, D. N. Griffin, T. |
| Otsikko: | A marketing management view of integrated marketing communications |
| Lehti: | Journal of Advertising Research
1997 : SEP/OCT, VOL. 37:5, p. 19-26 |
| Asiasana: | COMMUNICATION MARKETING MANAGEMENT ADVERTISING ORGANIZATIONS |
| Kieli: | eng |
| Tiivistelmä: | A number of inconsistencies have arisen as a result of articles published about integrated marketing communications (or IMC) in recent years. The article deals with the findings of a study among advertising and marketing executives in consumer, business, service, and retail organizations. Specific topics addressed among the four distinct business types include the time and attention devoted to IMC and other communication subjects, various IMC activities considered in campaign planning, the extent to which IMC activities are co-ordinated, and where IMC activities are sourced. While this study confirms that the subject of IMC is of substantial importance, little else conforms with information previously reported. The need to respect the differences of various types of marketers in planning marketing communication activities is of great importance. |
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