营销组合文献综述整合营销及外文文献翻译资料.docx
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营销组合文献综述整合营销及外文文献翻译资料.docx
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营销组合文献综述整合营销及外文文献翻译资料
本份文档包含:
关于该选题的外文文献、文献综述
一、外文文献
文献信息
标题:
INTEGRATEDMARKETINGCOMMUNICATIONANDPROMOTION
作者:
ShakeelRehman;Ibrahim,MSyed
期刊名称:
ResearchersWorld;第2卷;第4期;页码:
187-19.
年份:
2014
INTEGRATEDMARKETINGCOMMUNICATIONANDPROMOTION
ABSTRACT
IntegratedMarketingCommunicationemergesasapowerfultoolthatguidespractitionersindevelopingandimplementingmarketingcommunicationsmoreconsistentlyandeffectively.Despiteitscontinuingappeallittleisknownaboutitsphysicalorvisibleforminmarketingcommunicationprocess,buttheemergenceofthisconcepthasbecomeoneofthemostsignificantexamplesofdevelopmentinthemarketingdiscipline.Itisthemostinnovativefunctionofmarketingendorsedbyadvertisingandmarketingpractitioners.IntegratedMarketingCommunicationhasmovedbeyondcommunicationtotheprocessofusingpromotionalelementsinaunifiedwaysothatasynergisticcommunicationeffectiscreatedandachieved.ThepresentstudyexploreonthepurposeofdrawingoutwhetherIntegratedMarketingCommunicationcouldindeedbeseenasanefforttowardspromotioninpracticeandalsofindoutsomechallengesandfutureofintegratedmarketingcommunicationsforbusiness.
Keywords:
IntegratedMarketingCommunication,InformationTechnology,PromotionalMix,Stakeholders.
INTRODUCTION:
IntegratedMarketingCommunicationisasteptowardsanintegratedapproachinachievingefficiencybysynergy.Bydefinition,Itinvolvesthemergingofdistinctcommunicationfunctionsinawaythatallowsanorganizationtospeakwith"onevoice,onelook"(Fitzerpatrik.K.R.2005).
Marketingcommunicationrepresentsthe"voice"ofthecompanyanditsbrandsandisthemeansbywhichitcanestablishadialogueandbuildrelationshipwithcustomers.Byintegratedmarketingcommunicationconsumerslearnwhomakestheproduct,forwhatpurposeorbenefititstandsandlinksthebrandtopeople,place,events,experiences,feelings,etc.IntegratedMarketingCommunicationenhancescompanies'abilitytoreachtherightcustomerwithrightmessageattherighttimeandintherightplace.
IntegratedMarketingCommunicationistheplanningandexecutionofalltypesofmarketingcommunicationneededforaproduct,brand,idea,companyorplaceinordertosatisfyacommonsetofobjectivesandsupportthepositioningofpromotion.Theconceptofintegratedmarketingcommunicationhasevolvedoverfourfundamentalstages,startingfromtacticalcoordinationofpromotionalelements,redefinitionofthescopeofmarketingcommunicationandapplicationofinformationandcommunicationtechnologytothefinancialandstrategicintegration(panda.T.k.,2009).
REVIEWOFLITERATURE:
Wearesuretoseeinnovationsincommunicationsresearchduringthenextseveralyears,thelikeofwhichhaveneverbeenbeforeseeninthefield(Lavidge,1999).
IntegratedMarketingCommunicationhasrecognizedallthetrendsbywhichfirmstouchcustomersmustberelated,alignedandcoordinatedmakingitmorethanadvertising,salespromotionanddirectmarketingprogrammes(Schultz.D.E.,2003).
Letusassumethattheultimateprocessofmarketingistodeliverhigherstandardoflivingthroughcommunications(Kotler.P.,2003).
Themarketersoftwenty-firstcenturyshouldutilizeanIMCprogram,whichgoesbeyondusualmarketingconceptsof4p's,tryinginadditiontogeneratenewwaysofcreatingcustomersbydatabase(JohnsonandSchultz,2004).
IfcompaniesdisregardIMCanddifferentmessagesarenotdeliveredinunison,itmayleadtoanincoherentbrandimage,whichcannegativelyinfluenceconsumerbehavior(McGrrath,2005).
TodrawthebenefitsfromIMCapproach,itisimperativethatwholeorganization,crossfunctionalandsubsidiariesunderstandshowIMCworksandhowIMCplanscanbeputintoactionifthisisnotthecaseintegrationwillbelostwhichwillinturnweakenbothcorporatebrandandrelationship(Reid,et.al.,2005).
TheprimarygoalofIMCistoaffecttheperceptionofvalueandbehaviorthroughcommunication(Holm.D.,2006).
ThegreaterutilizationofmarketingcommunicationtoolswithinanIMCapproachcanleadtoabetteroveralloutcomeandmayalsodeliveramoreholisticpicture(Smith,et.al.,2006).
IntegratedMarketingCommunicationapproacheshavebecometheacceptednormforagenciesofferingservicestoclients(Eagle.L.,Kitchen.J.p.,et.al.,2007).
Thepsychologicalcontinuityisaconsistentattitudetowardsabrandorfirm.Itisreferenceforcompany'svoiceandpersonalityfortheconsumers.ThiscanbeachievedbutIntegratedMarketingCommunicationwiththem(panda.T.k.,2009).
Marketingcommunicationactivitiesmustbeintegratedtodeliveraconsistentmessageandstrategicpositioning(Kotler.P.,Keller.K.L.,et.al.,2009).
BACKGROUNDANDCONCEPTOFIMC:
Asacustomercenteredprocessintegratedmarketingcommunicationisthefirstste
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