The Evolution of Integrated Marketing Communications

Research on the Countermeasures of Social – Economic Development in Accounting Service

“…In all historical stages of China's economic construction, accounting has played an important service function. The state organs, management departments, social organizations, research institutions, enterprises and public institutions, other organizations and other members of society need to summarize the past, analyze the reality, and forecast the future [1]. All of them need corresponding accounting information to make decisions on how to develop and the scale, methods, speed, level, benefits, development trends, and laws of development.…”

A Conceptual Analysis of Integrated Communication

“…Throughout literature, some authors refer to IC, but the definitions they provide focus more on IMC and the way in which marketing communication should be used to communicate the core values of the company (Schultz, Patti & Kitchen 2011). Rodgers (2000) defines these types of terms as similar terms, as they provide a similar, yet different interpretation of the concept.…”

Management and intrinsic hurdles in the development process of integrated communication between service providers and consumers

“…Implementation of the integrated communication decreases costs for advertisement, provides bigger competitive advantage (Duncan, Everett 1993;Phelps, Johnson 1996), and maintains the sequence of communication messages. It also helps to effectively carry out the activity, to better recognize the needs of consumers and their behaviour prototypes (Duncan 2002), allows creating higher consumer loyalty, maintaining relations with them (Schultz 2003). Successful implementation of integrated communication allows reaching effectively the defined goals of communication and makes a bigger impact on sales.…”

“…Earlier service providers could react to fast changing macro-economic environment by simply changing or correcting communication elements or the combination of elements of marketing complex by using integrated communication, what becomes more and more difficult under fast changing macro-economic environment. Schultz (2003) notes that giving too much attention to integration limits the abilities of service providers to flexibly and quickly react to actions of competitors or other strategic groups of service providers in a market. If earlier it was possible to react to challenges in a market by integrating one of communication functions, there is a need for a complex decision that is rather time-consuming under changing environment.…”

“…In other words, the nature and principles of communication is not a prerogative of service consumers, but their reaction to conditions that are dictated by consumers. It can be noted that this change, even if it is tangible in an environment of service providers, it is not practically entrenched in companies themselves and is limitedly perceived by researchers that analyse communication process (Schultz 2003).…”