Strategic IMC : from abstract concept to marketing management tool

Kerr, Gayle F. & Patti, Charles (2015) Strategic IMC : from abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), pp. 317-339.

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Although integrated marketing communication (IMC) has progressed towards midrange maturity level, its full-scale adoption has been impeded by a lack of consensus on its defining constructs. The purpose of this study is to move from abstraction to define the construct of strategic integration (SI) and develop this into a management tool, thus making an important contribution to both the theory and practice of IMC. Drawing from both IMC and strategic management literature, the construct of SI is operationalised into a number of key factors and a well-cited management model, Fuchs’ ‘integration valuator’ is explored as the starting point of a measurement tool for IMC. To do this, a Delphi study invites the scrutiny of an expert panel of world-leading IMC researchers and practitioners. The panel validated the model construction process,redefined overarching constructs and key factors with a high degree of consensus, supported a process measure, suggested a weighted evaluation measure and recognised the importance of developing such a measure. They delivered clear and consistent imperatives guiding model development. The result is a measure of SI that evaluates organisational proficiency and diagnoses the integration of IMC campaigns. It also advances theory by providing a better understanding of the construct of SI.

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ID Code: 71948
Item Type: Journal Article
Refereed: Yes
Keywords: Integrated marketing communication, Strategic integration, Delphi, management tool
DOI: 10.1080/13527266.2013.786748
ISSN: 1466-4445
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Taylor & Francis
Deposited On: 22 May 2014 23:50
Last Modified: 25 Oct 2015 10:27

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