Integrated Marketing Communications (IMC)

Abstract

Since introducing the concept integrated marketing communications (IMC) in the communication field, researchers and practitioners admitted to the interdisciplinary nature of the nascent concept. The current chapter tries to further explore the interdisciplinary concept of IMC, through subjecting IMC into in-depth analysis of its origin disciplines (Communication, Marketing and Branding). Furthermore, the paper resides to synthesize IMC empirical research in a meta-analytic framework to assert on the interdisciplinary field research trends emerging from utilizing the concept as a dependent or independent variable in different research disciplines. Finally, a case study tackling the status of Egyptian tourism after the recent political turmoil post the uprisings was assessed had the designated authorities turned to executing Integrated Marketing Communications instead of relying on temporary unfeasible solutions. A conceptual framework was proposed as a permanent solution of this matter. Employing a theoretical method and a Meta analytical method of 135 research papers, findings proved IMC to be an interdisciplinary concept. IMC research trends could be traced to three development phases with the third phase being crucially related to interdisciplinary frameworks. Thus, IMC is proved to be a viable framework to study topics related to branding, education, services and tourism.

Advantages of Marketing Communication in the Development of a Tourism Brand

“…Moreover, given the shifting growth environment, media marketing must perform marketing publicity with greater precision. Simultaneously, Zahra (2018) pointed out that it is necessary to focus on creativity and compress the distinctive features of tourist attractions to utilise better media's role in developing the tourism brand. Municipal managers can modify and refine the city image, turning it into a business card for the city's external publicity.…”