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Perez Francisco Suay
Integrated Marketing Communications - Coca-Cola model
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 87-101, tab.,rys., bibliogr.22 poz.
Słowa kluczowe
Marketing, Promocja, Reklama
Marketing, Promotion, Advertising
For years Northwestern University offered way separate degree programs in relations public corporate, advertising and direct marketing. These three programs were merged into one Integrated Marketing Communications. In 1989, the new Dean of the school of joumalism at Northwestern University created a faculty study group to propose a long-term strategy for a curriculum in the advertising division. With the contribution of students and professionals empha- sised strongly the idea of integration and the need for a new way of thinking emerging the new program of Integrated Marketing Communications, with five ąuarters of duration (Caywood and Ewing, 1991). The term IMC (Integrated Marketing Communications) takes body when the American Association of Advertising Agencies, founded in 1917 4 A's (AAAA), published, in 1989, its first definition in order to use it in a national study in coopera- tion with the National Association of Advertisers in United States and Don E. Scultz at Northwestern University (Caywood and Ewing, 1991, p. 239): "A concept of the planning of marketing Communications that recognizes the added value of a comprehensive plan that evaluates the strategie role of a variety of disciplines of communication, as for example, advertising in generał, direct response, sales promotion and public relations, and combines these disciplines to provide clarity, consistency and maximum impact Communications". (fragment of text)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
  1. Cathey A., Schumann D.W. (1996), Integrated Marketing Communications: Construct Development and Foundation for Research [in:] Proceedings of the 1996 Confer- ence of the American Academy ofAdvertising, B. Wilcox (ed.), Austin
  2. Caywood C., Ewing R. (1991), Integrated Marketing Communications: A New Master 's Degree Concept, "Public Relations Review", Vol. 17(3)
  3. Duncan T. (2002), IMC: Using Advertising and Promotion to Bidld Brands, McGraw- -Hill, New York
  4. Duncan T.R., Everett S.E. (1993), Client Perceptions of Integrated Marketing Communications, "Journal of Advertising Research", Vol. 33(3)
  5. Duncan T., Moriarty S.E. (1998), A Communication-Based Marketing Model for Manag- ing Relationships, "The Journal of Marketing" April, Vol. 62
  6. Kliatchko J. (2005), Towards a New Definition of Integrated Marketing Communications (IMC), "International Journal of Advertising", Vol. 24(1)
  7. Kliatchko J.G. (2008), Revisiting the IMC Construct, "International Journal of Advertis- ing", Vol. 27(1)
  8. Kotler Ph. (2000), Marketing Management: The Millennium Edition, Prentice Hall International Series in Marketing, 2000, Prentice Hall, New Jersey
  9. Lee D.H., Park C.W. (2007), Conceptualization and Measurement of MultidimensionaT ity of Integrated Marketing Communications, "Journal of Advertising Research", Vol. 47(3)
  10. Low G.S. (2000), Correlates of Integrated Marketing Communications, "Journal of Advertising Research", Vol. 40(3)
  11. Martmez I.J. (2006), Consecuencias de la estrategia integrada de comunicación, "Razón y Palabra" No 48
  12. Madhavaram S., Badrinarayana V., McDonald R.E. (2005), Integrated Marketing Com- munication (IMC) and Brand Identity as Critical Components of Brand Ecjuily Strategy: A Conceptual Framework and Research Propositions, "Journal of Adver- tising", Vol. 34
  13. Nowak G., Phelps J. (1994), Conceptualizing the IntegratedMarketing Communication s Phenomenon: An Examination of Its Impacl on Advertising and Its Implications for Advertising Research, "Journal of Current Issues and Research in Advertising", Vol. 16(1)
  14. Pickton D., Broderick A. (2005), Integrated Marketing Communications, Prentice Hall, Upper Saddle River, OH. Phelps J.E., Harris T.E., Johnson E. (1996), Exploring Decision-Making Approaches and Responsibility for Devełoping Marketing Communications Strategy, "Journal of Business Research", Yol. 37(3)
  15. Porcu L., del Barrio-Garcia S., Kitchen P.J. (2012), How Integrated Marketing Communications (IMC) Works? A Theoretical Review and an Analysis of Its Main Drivers andEffects, "Comunicacion Y Sociedad", Vol. 25(1)
  16. Reid M. (2005), Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes, "Journal of Advertising", Vol. 34(4)
  17. Schultz D.E. (1993), Integrated Marketing Communications. Maybe Deflnition Is in the Point ofView, "Marketing News" January 18, Vol. 27, No. 2, p. 17
  18. Schultz D.E., ICitchen P.J. (1997), Integrated Marketing Communications in US Adver- tising Agencies: An Exploratory Siudy, "Journal of Advertising Research", Vol. 37(5)
  19. Schultz D.E., Kitchen P.J. (2000), A Response to 'Theoretical Concept or Management Fashion', "Journal of Advertising Research", Vol. 40(5)
  20. Schultz D.E., Schultz H.F. (2004), IMC the Next Generation: Five Steps for Delivering Yalue and Measuring Returns Using Marketing Communication, McGraw Hill, New York
  21. Serie M., Gil-Saura I., Ozretic-Dosen D. (2015), Insights on Integrated Marketing Communications: Implementation and Impact in Hotel Companies, "International Journal of Contemporary Hospitality Management", Vol. 27(5)
  22. Suay F. (2013), De la Comunicacion Integrada de Marketing a medios Propios, Ganados, Compartidos y Pagados, DEA Universidad CEU Cardena) Herrera, Yalencia
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