Strategic IMC : from abstract concept to marketing management tool
Data(s) |
01/05/2015
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Resumo |
Although integrated marketing communication (IMC) has progressed towards midrange maturity level, its full-scale adoption has been impeded by a lack of consensus on its defining constructs. The purpose of this study is to move from abstraction to define the construct of strategic integration (SI) and develop this into a management tool, thus making an important contribution to both the theory and practice of IMC. Drawing from both IMC and strategic management literature, the construct of SI is operationalised into a number of key factors and a well-cited management model, Fuchs’ ‘integration valuator’ is explored as the starting point of a measurement tool for IMC. To do this, a Delphi study invites the scrutiny of an expert panel of world-leading IMC researchers and practitioners. The panel validated the model construction process,redefined overarching constructs and key factors with a high degree of consensus, supported a process measure, suggested a weighted evaluation measure and recognised the importance of developing such a measure. They delivered clear and consistent imperatives guiding model development. The result is a measure of SI that evaluates organisational proficiency and diagnoses the integration of IMC campaigns. It also advances theory by providing a better understanding of the construct of SI. |
Formato |
application/pdf |
Identificador | |
Publicador |
Taylor & Francis |
Relação |
http://eprints.qut.edu.au/71948/2/71948.pdf DOI:10.1080/13527266.2013.786748 Kerr, Gayle F. & Patti, Charles (2015) Strategic IMC : from abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), pp. 317-339. |
Direitos |
Copyright 2013 Taylor & Francis |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150500 MARKETING #Integrated marketing communication #Strategic integration #Delphi #management tool |
Tipo |
Journal Article |