Integrated marketing communication: from tactics to strategy

Integrated marketing communication: from tactics to strategy Purpose – The emergence of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy. From the beginning of the 1990s IMC became a real hot topic in the field of marketing. Four stages of IMC have been identified, starting from tactical coordination to financial and strategic integration. However, the majority of firms are anchored in the first stages and very few have moved to a strategic level. One conclusion is that there are barriers to developing IMC from tactics to strategy. The main purpose of this paper is to identify obstacles to further developing IMC. Design/methodology/approach – A review of relevant literature during the 1990s and a study of four large Swedish companies. Findings – Results show that decisions concerning IMC are rooted on the advertising agency level and have failed to appear on management level, whose communicative ability has remained insufficient, mainly due to obsolete tradition. Originality/value – Indicates a need for international research and a reconsideration of educational programs regarding management, marketing and marketing communications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Corporate Communications: An International Journal Emerald Publishing

Integrated marketing communication: from tactics to strategy

Loading next page...
 
/lp/emerald-publishing/integrated-marketing-communication-from-tactics-to-strategy-2DRQXV63Yi
Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1356-3289
DOI
10.1108/13563280610643525
Publisher site
See Article on Publisher Site

Abstract

Purpose – The emergence of integrated marketing communications (IMC) has become a significant example of development in the marketing discipline. It has influenced thinking and acting among all types of companies and organizations facing the realities of competition in an open economy. From the beginning of the 1990s IMC became a real hot topic in the field of marketing. Four stages of IMC have been identified, starting from tactical coordination to financial and strategic integration. However, the majority of firms are anchored in the first stages and very few have moved to a strategic level. One conclusion is that there are barriers to developing IMC from tactics to strategy. The main purpose of this paper is to identify obstacles to further developing IMC. Design/methodology/approach – A review of relevant literature during the 1990s and a study of four large Swedish companies. Findings – Results show that decisions concerning IMC are rooted on the advertising agency level and have failed to appear on management level, whose communicative ability has remained insufficient, mainly due to obsolete tradition. Originality/value – Indicates a need for international research and a reconsideration of educational programs regarding management, marketing and marketing communications.

Journal

Corporate Communications: An International JournalEmerald Publishing

Published: Jan 1, 2006

Keywords: Marketing communications; Marketing strategy; Competitive strategy; Sweden

References

  • IMC, brand, communications and corporate cultures; client/advertising agency co‐ordination and cohesion
    Eagle, L.C.; Kitchen, P.J.
  • Victims of power and tradition in a market economy
    Holm, O.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off