Conceptualization and Measurement of Integrated Marketing Communication

Završnik, Bruno; Jerman, Damjana

doi:10.2139/ssrn.2236672

Cited by 4 publications

(4 citation statements)

References 34 publications

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“…• Efectividad de las actividades promocionales: son herramientas para ganar participación de mercado y crecimiento de ventas, y comprende la publicidad, la promoción de ventas, las relaciones públicas, el marketing directo y la venta personal (Završnik y Jerman, 2011).…”

Section: Capacidades De Mercadeounclassified

Desafíos y tendencias para la perdurabilidad de las organizaciones en escenarios de incertidumbre

Gil¹,

Días²,

Castañeda³

et al. 2022

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Este libro de investigación presenta capítulos que analizan el desarrollo y el fortalecimiento de las organizaciones para hacerse cada vez más competitivas frente a las oportunidades de nuevos modelos de negocios en contextos globales. Entre los temas presentados se abordan soluciones a problemáticas inherentes a la calidad de vida, la productividad, la competitividad y el desarrollo sostenible de las organizaciones, mediante la innovación, el marketing, la formación y el talento humano, entre otros.

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Section: Capacidades De Mercadeounclassified

Desafíos y tendencias para la perdurabilidad de las organizaciones en escenarios de incertidumbre

Gil¹,

Días²,

Castañeda³

et al. 2022

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“…IMC is considered as an important strategic marketing management approach (Zavrsnik and Jerman, 2011) [22] because of its effective integration of following tools (i.e. internet marketing, public relations, advertising, sales promotion, direct marketing).…”

Section: Literature Reviewmentioning

confidence: 99%

Effect of Integrated Marketing Communications on Consumer Buying Decision of Internet Service (An Empirical Study of Mobilink in Multan City)

Chaudhary

Khan

Ali

2017

Journal of Research in Marketing

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“…Starting the year 2000, this research domain will need further development in the upcoming years. (Katrandjiev,2000;Swain, 2004;Zavrsnik and Jerman, 2009;Nalca, 2009;Vantamay, 2011). 2-The IMC curricula in major universities: This topic deals with the issue of teaching IMC in different universities.…”

Section: Second: the Unique International Literature Reviewmentioning

confidence: 99%

Integrated Marketing Communications (IMC) A Comparative study of Arabic and International Research Literature with a Special Focus on The Sultanate of Oman

Zahra¹

2016

J. arts soc. sci.

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Due to the interdisciplinary complicated nature of the concept Integrated Marketing Communications (IMC) that has only emerged in the communication field three decades ago and has ever since witnessed dramatic developments in itself and the related fields, the current research paper aims at: shedding more light onto the nature of IMC and the sciences that the concept emerged from; undergoing meta-analysis on a total of 122 Arabic and foreign research papers to track IMC research trends worldwide and discussing the notable gap between IMC research in the Sultanate of Oman and its practice. Findings indicated that IMC is an interdisciplinary relatively new concept combining communication and marketing, then evolved further to include branding as an independent discipline. A quantitative and qualitative gap between Arabic and international research literature concerning IMC was noted, due to the limitations and difficulties of conducting such research in the Arab World. IMC research in the Sultanate falls short, although serious attempts were made in the marketing and branding research fields. Practical wise, most companies working in Oman are practicing the concept without putting it into proper evaluation.

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Conceptualization and Measurement of Integrated Marketing Communication

Cited by 4 publications

References 34 publications

Desafíos y tendencias para la perdurabilidad de las organizaciones en escenarios de incertidumbre

Desafíos y tendencias para la perdurabilidad de las organizaciones en escenarios de incertidumbre

Effect of Integrated Marketing Communications on Consumer Buying Decision of Internet Service (An Empirical Study of Mobilink in Multan City)

Integrated Marketing Communications (IMC) A Comparative study of Arabic and International Research Literature with a Special Focus on The Sultanate of Oman

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