Integrated marketing communications measurement and evaluation

Marketing communications have historically been measured on a medium-by-medium basis. The new electronic communications systems are in danger of falling into the same trap. Yet consumers seem to use all these communications systems concurrently, simultaneously and one would assume, synergistically. If this is true, what are the challenges in measuring the impact and effect of these integrated communications systems? How should synergy between communications forms be considered and measured? For it is ultimately consumers, not managers, who integrate (marketing) communications. In response to these and other challenges, this article identifies five areas of integrated marketing communications (IMC) measurement worthy of future research. It then goes on to expand on each of the areas, noting some of the foundational work that has already taken place and signalling possible avenues for future research. In conclusion, it considers the theoretical implications of the research agenda and postulates how a broader view of theory could in fact assist scholars in tackling the research challenges as they currently stand.

An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability

The management of a firm's green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.

Unhealthy food, integrated marketing communication and power: a critical analysis

Public health advocates have repeatedly highlighted parallels between food marketing and childhood obesity. Yet existing literature has not explored the connection between the promotion of unhealthy foods and beverages, certain characteristics of integrated marketing communication (IMC) and the power of multinational food and beverage companies. This is problematic because IMC represents the dominant marketing paradigm in use today. This article draws on critical theory and literature from across public health, marketing, business and related fields. By focusing on macro-level antecedents and interactions, this discussion highlights a previously unarticulated dimension of the promotion of unhealthy foods and beverages to children and adolescents. In doing so, this discussion aims to generate greater recognition of the broader environmental circumstances and processes that surround food marketing tactics and their consequences for public health nutrition. This perspective will also contribute to an expanded understanding of unhealthy food marketing and its unintended consequences, among an audience of nutrition, public health and policy communities.

A general theory of tourism consumption systems: a conceptual framework and an empirical exploration

A tourism consumption system (TCS) is defined as the setof related travel thoughts, decisions, and behaviors by a discretionarytraveler prior to, during, and following a trip. Thecentral proposition of a theory of TCS is that the thoughts,decisions, and behaviors regarding one activity influence thethoughts, decisions, and behaviors for a number of other activities.Using exit interview travel data and quick clusteringanalysis, this article empirically examines seven basic TCSpropositions pertaining to decisions made once the destinationhas been selected. The findings support and extend thebasic propositions specifically indicating clear patterns inthe behaviors of visitors to Prince Edward Island, Canada.The authors conclude by recommending that this approach isuseful for tourism marketers and practitioners in general.Suggestions are provided for analyzing TCS to increase theeffectiveness of tourism marketing strategies.

Marketing strategy: A life cycle approach

Within that framework, the book explains the nature of strategic thinking, covers the theory and practical application of analytics, explores the considerations, constraints and possible strategic marketing choices available at each stage ...

An evaluation of the role of green marketing and a firm's internal practices for environmental sustainability

The management of a firm's green operations is increasingly important for marketing strategists. The purpose of this study is to investigate the cross-influences of green marketing strategy and the key internal green functional areas in a firm. We use the antecedents of marketing strategy and identify relationships between green marketing strategy and key supporting internal environmental operations of firms with respect to (1) green suppliers, (2) environmental resource management, (3) green research and development, and (4) environmental manufacturing processes and procedures. The statistical techniques of parallel analysis, factor analysis and multiple regressions are used to analyze data collected from 332 firms. The results identify that among the four functional areas of firms adopting green marketing strategy. Two are more likely to influence green marketing strategy – supplier selection and research and development. Implications are discussed. The findings contribute to the theory of green marketing strategy. Future research is recommended.

Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

In this study, conducted in two top ranked business schools in India, we examine pedagogy and doctoral research in marketing and show that the discipline is characterised by dependency on the West. We offer an understanding of postcolonial epistemic ideology that is contributing to the creation of unreflexive and dependent subjectivities in the discipline. We show that the marketing discourse in postcoloniality is characterised by mimesis of the West and silencing of local subaltern stakeholders. We further show that epistemic ideology disciplines through the deployment of devices developed in the West to create a compradorian theatre.