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IMC - strong in theory but struggling in practice: Practical guidance for the adaptation of IMC (Paperback)
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IMC - strong in theory but struggling in practice: Practical guidance for the adaptation of IMC (Paperback)
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Bachelor Thesis from the year 2006 in the subject Business
economics - Marketing, Corporate Communication, CRM, Market
Research, Social Media, grade: 1,0, Ecole Superieure de Commerce de
Montpellier (International Marketing Department), language:
English, abstract: Inhaltsangabe: Abstract: Since the 1990s
Integrated Marketing Communications (IMC) has particularly
influenced both the theory and practice of communication
management. The complex and evolving shift from the nineteenth
century product' centred approach to that of the twentieth century
customer' and twenty-first century stakeholder' approaches has
necessitated the adaptation of the concept. Integrated Marketing
Communications (IMC) has evolved from the roots of psychology,
marketing and mass communication. Despite its respected lineage,
however, IMC remains an immature field that has struggled to
establish its own unique body of literature. A key milestone in
IMC's emerge occurred in 1991, when a task force of academics and
professionals was formed in an effort to agree on such fundamental
issues as the most appropriate terminology and definition of the
IMC concept. Interestingly, the task force actually debated the use
of at least three different terms which were integrated
communications, total communications, and IMC . Although the task
force did not forge a clear consensus on which term to use, IMC
emerged as most commonly cited option and began to enter the
mainstream of mass communications and marketing discussions in the
early 1990s. Therefore literature in this paper is used as if it
had intended to refer to integrated marketing communications. IMC
is aiming to provide a consistent and effective message to the
customers and other stakeholders as strategic consistency would
lead to an increased brand value providing a competitive advantage
for the given company. From this perspective IMC is a supportive
concept. Yet, in practice, IMC has never been fully embraced. One
of the most significan
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