In Search of a Theory of Integrated Marketing Communication

Penerapan Strategi E-Marketing Communication Dan Ekuitas Merek SIARANKU.COM Terhadap Loyalitas Viewers

“…Selanjutnya pesan untuk rentang "tidak loyal" sebaiknya tim marketing siaranku.com melakukan promosi yang menarik minat audience agar menjadi viewers yang loyal, membuat inovasi baru terutama program-program yang menarik untuk perempuan mengingat pada rentang "tidak loyal" dalam karakteristik demografis responden adalah perempuan berusia < 18 tahun, contohnya membuat program yang membahas tentang tips kecantikan, fashion, asmara dan lain-lain, dikarenakan pada usia tersebut mereka mulai memasuki usia puber dan menyukai hal-hal baru yang dapat membantu mereka lebih mengenal dirinya. Seperti dalam tahapan teori (Schultz, Kerr, Kim, & Patti, 2007) dan (Porcu, Del Barrio-García, & Kitchen, 2012) menkonsepkan permodelan yang menunjukkan pentingnya pengaruh setiap aspek dalam bauran komunikasi pemasaran yaitu kualitas pelayanan, kepuasan pelanggan, dan tingkat kesetiaan pelanggan. (Opoku et al, 2014).…”

Reassessing the Relationship between Marketing and Public Relations

“…Instead of PR being subsumed under the marketing function, they suggested that all communication programs, including marketing communication, shall either be integrated into or coordinated by the public relations department or that PR and marketing shall co-exist as equal partners, equivalent in terms of expertise, respect, and salary (Grunig & Grunig, 1998 (Hallahan, 2007;Torp, 2009, p. 192 (Caywood & Ewing, 1991;Kitchen et al, 2008;Kitchen & Schultz, 2009;Mulhern, 2009;Schultz et al, 1993Schultz et al, , 1996Schultz et al, 2007). The definition of IMC has undergone a development and elaboration, leading to both greater precision and a broadening of scope.…”

“…(Torp, 2009, p. 195) Not astoundingly, the PR community harshly criticized the concept. Scholars criticize the lack of theory building and the inconsistent educational programs (Kerr, 2009;Schultz et al, 2007). So far, despite a continuous stream of international research and publications covering that theme, the scientific debate has produced but little results.…”

“…Depending on the background of the respective scholars, the argument is either in favor of an integration of the PR function into the overall marketing function or for two strictly separate functional departments (Broom, Lauzen, & Tucker, 1991;Dozier & Grunig, 1992;Ehling, White, & Grunig, 1992;Grunig & Grunig, 1998;Kotler & Mindak, 1978;Lauzen, 1991;Spicer, 1991;van & Lauterborn, 1993van & Lauterborn, , 1996Schultz, Kerr, Kim, & Patti, 2007). The focus here is mainly on the relationship between marketing and PR departments within an organization and different models on how to coordinate and organize both functions are suggested.…”

Marketing Communications and Environmental Turbulence: A Complexity Theory View

“…Varey (2004) sees this as focusing on the "how to", but maintains that the literature is silent on the "why", despite there being a critical need for such understanding. Schultz et al (2007) tried to answer this question, but failed to discover any theoretical basis that might be used as a foundation for understanding marketing communications. They found that the marketing communication literature focuses mainly at the applied and tactical level.…”