Access the full text.
Sign up today, get DeepDyve free for 14 days.
Loading next page...
/lp/emerald-publishing/imc-brand-communications-and-corporate-cultures-client-advertising-3baQmZaMyJ
References (40)
-
O. Walker (1997)
The adaptability of network organizations: Some unexplored questionsJournal of the Academy of Marketing Science, 25
-
D.E. Schultz, S.I. Tannenbaum, R.F Lauterborn
Integrated Marketing Communications, Pulling it together and making it work -
D.E Schultz
Structural straightjackets stifle integrated success -
10.2307/1252120
-
P. Kitchen (1998)
Marketing Communications: Principles and Practice -
D.E. Schultz
Some agencies find dip in IMC pool too cold -
L Schneider
Agencies show that IMC can be good for bottom line -
J. Phelps, Thomas Harris, E. Johnson (1996)
Exploring decision-making approaches and responsibility for developing marketing communications strategyJournal of Business Research, 37
-
P. Kitchen, D. Schultz (1998)
IMC - A UK Ad' Agency PerspectiveJournal of Marketing Management, 14
-
Van Riel, B. Cees (1995)
Principles of Corporate Communication -
10.1007/BF02894509
-
D. Schultz, P. Kitchen (1997)
Integrated marketing communications in U.S. advertising agencies: an exploratory studyJournal of Advertising Research, 37
-
D. McArthur, T. Griffin (1997)
A marketing management view of integrated marketing communicationsJournal of Advertising Research, 37
-
10.2307/1251742
-
P.J Kitchen, D.E Schultz
Integrated marketing communications: what is it and why are companies working that way? -
J.P McLaughlin
Why is IMC taking so long? blame it on the clients -
Anders Gronstedt (1996)
How agencies can support integrated communicationsJournal of Business Research, 37
-
T. Duncan, S. Moriarty (1998)
A Communication-Based Marketing Model for Managing RelationshipsJournal of Marketing, 62
-
D.E Schultz, P.J. Kitchen
Integrated Marketing Communications: A Global Approach -
10.2307/1252157
-
B Whalen
Kotler: rethink the marketing concept -
S. Slater, John Narver (1995)
Market Orientation and the Learning OrganizationJournal of Marketing, 59
-
T. Duncan, Stephen Everett (1993)
Client perceptions of integrated marketing communicationsJournal of Advertising Research, 33
-
L. Eagle, Kenneth Hyde, W. Fourie, M. Padisetti, P. Kitchen (1998)
Revisiting the concept of integrated marketing communications: Contrasting perceptions between marketers and advertising agency executives -
E. Schein (1996)
Culture: The Missing Concept in Organization Studies.Administrative Science Quarterly, 41
-
C. Argyris, Donald Schön (1978)
Organizational Learning: A Theory Of Action Perspective -
Fred Beard (1996)
Integrated marketing communications: New role expectations and performance issues in the client-ad agency relationshipJournal of Business Research, 37
-
G. Huber (1991)
Organizational Learning: The Contributing Processes and the LiteraturesOrganization Science, 2
-
Harper Boyd, O. Walker, J. Larréché (1995)
Marketing management: a strategic approach with a global orientation -
R. Achrol (1997)
Changes in the Theory of Interorganizational Relations in Marketing: Toward a Network Paradigm:Journal of the Academy of Marketing Science, 25
-
R. Miles, C. Snow (1986)
Organizations: New Concepts for New FormsCalifornia Management Review, 28
-
P.J. Kitchen, D.E Schultz
A multi‐country comparison of the drive for integrated marketing communications -
Anders Gronstedt, E. Thorson (1996)
Five approaches to organize an integrated marketing communications agencyJournal of Advertising Research, 36
-
T. Hult, Eric Abrahamson (1998)
Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical ExaminationJournal of Marketing, 62
-
P Kotler
Megamarketing -
D. Aaker (1995)
Building Strong Brands -
R Stata
Organizational learning – the key to management innovation -
J.G Hutton
Raise level of discussion or IMC will be sunk -
E.H Schein
Three cultures of maangement: the key to organizational learning -
B. Robbs, D Tauber
Will creatives prevent agencies from developing integrated marketing?
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2000 MCB UP Ltd. All rights reserved.
- ISSN
- 0309-0566
- DOI
- 10.1108/03090560010321983
- Publisher site
- See Article on Publisher Site
Abstract
The concept of integrated marketing communication (IMC) has received considerable coverage in the literature, but even its most ardent supporters have noted problems in translating the concept into reality. Reports on an extensive two‐phase study of the New Zealand advertising and marketing industry, undertaken as part of an international series of studies of IMC implementation and usage, which was conducted over the 1997‐1998 period. The findings of the first phase, conducted in mid 1997, reveal a strong commitment to the integration of marketing communications (marcoms) by both marketers and advertising agencies. The study also revealed substantive differences in perception between these two groups as to how integrated marcom processes should be managed and/or outcomes evaluated. The second phase of the study was conducted in mid 1998. This focuses on an analysis of the extent to which leading organizations have implemented IMC. It also identifies and evaluates barriers and obstacles that have impeded progress in developing and implementing IMC programmes, and reviews ways in which such problems have been tackled.
Journal
European Journal of Marketing – Emerald Publishing
Published: Jun 1, 2000
Keywords: Marketing communications; Advertising; Brands; Corporate culture; Corporate communications