Transitioning marketing communication into the twenty-first century

Schultz, Don E.; Schultz, Heidi F.

doi:10.1080/135272698345852

Cited by 145 publications

(122 citation statements)

References 4 publications

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“…Thus, brand orientation depends on market dynamics, which if understood correctly, lead to integrated communications, which lead to improved overall brand performance. It is interesting that the brand has become the asset, while earlier IMC authors claimed that customers or consumers were the asset (Schultz and Schultz, 1998 …”

Section: Educationmentioning

confidence: 99%

Guest editorial

Kitchen

2017

EJM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Section: Educationmentioning

confidence: 99%

Guest editorial

Kitchen

2017

EJM

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“…First stage is characterized by research and analysis on: a. Clarification of some aspects of definition, theoretical development and understanding of IMC concept (Duncan and Everett, 1993;Grein, Gould and Lerman, 1996;Schultz and Kitchen, 1996;Hartley and Pickton, 1999); b. Identification of strategic issues and treatment of IMC concept more of a business process perspective rather than that of a simple coordination of marketing communication tools (Schultz and Schultz, 1998); c. Analyze the interdependence of relational marketing concept and IMC, through the social nature of business in general and marketing in particular and highlight the key role of marketing communication in maintaining profitable relationships with customers and other stakeholders (Hutton, 1996 ;Duncan and Moriarty, 1998); d. Measure and evaluate the effects of IMC (Pickton andHartley, 1999, Schultz andSchultz, 1998).…”

Section: Introductionmentioning

confidence: 99%

Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process

Mihart¹

2012

IJMS

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Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer behaviour. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. In this context, this paper intends to clarify some aspects regarding the effects of IMC on the consumer behaviour, materialized in the consumer decision-making process.

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“…All the factor loading values above 0.5 and no cross loadings indicate decent discriminant validity. Item 2,4,10,11,14,15,18,19,20,27,31,33,37 and 38 were removed as the results of factor loading shows the loading to be less than 0.6 and some were loading on more than 1 factor(Stevens, 1992).The remaining 26 items explained a total variance of 78% which was better than 65% the result of all 40 factors. Three components were extracted.…”

Section: Data Analysis Validitymentioning

confidence: 99%

“…Merriam-Webster's dictionary redefined the classical definition of marketing as "the process or technique of promoting, selling, and distributing a product or service" by constituting communication as an interchange of thoughts, opinions and information by means of medium. The idea of Integrated Marketing Communication has been in discussions since last two decades (Schultz and Barnes 1999;Schultz 2003;Shimp 2007). The concept initiated from Integrated Marketing Communication and is now transforming towards interactive and engagement models (Swain, 2004).…”

Section: Literature Review Evolution Of Brand Communicationmentioning

confidence: 99%

Identifying and Analyzing Interactive Media Contact Points in Context of Fashion Brands

Sharma¹,

Sahni²,

Satija³

2017

IJCRR

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The transformation that fashion market has achieved in this period is phenomenal. Traditional marketing exists but is gradually losing the market share. Marketers and fashion brand managers are thus reconsidering the communication strategies from Digital Media perspective. The aim of this research is to develop and validate a measurement scale for understanding consumer's perception of interactive media contact points in context of fashion brands. This research involves survey responses from 378 fashion consumers. A three dimensional 40-item scale was developed based on literature review and expert opinions. The study presents the complete process of scale development and validation suggested by DeVellis, 1991 as well as implications of the main findings.

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Transitioning marketing communication into the twenty-first century

Cited by 145 publications

References 4 publications

Guest editorial

Guest editorial

Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process

Identifying and Analyzing Interactive Media Contact Points in Context of Fashion Brands

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