Integreeritud turunduskommunikatsiooni rakendamise probleemid ja soovitused
Date
2006
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The thesis explores the concept of integrated marketing communication (IMC). The
goal of the survey is to provide practical guidelines for successful implementation of
IMC. The first part of this paper investigates the theoretical base of integrated
marketing communications in order to compile a comprehensive overview and
provide an understanding of the essence of IMC by conducting a literature review.
The second part is a survey of the suggestions of IMC implementation that where
gathered by conducting interviews with nine practicing marketing communications
experts.
The thesis begins with a review of the organizational communication theories and
rationale of the evolvement of integrated marketing communications and continues to
define the concept. Then the paper summarizes the goals for using integrated
marketing communications and advantages an integrated approach will offer to
marketers.
Few marketing topics have generated as much enthusiastic discussion as integrated
marketing communications (IMC), yet had such a paucity of documented successful
implementations. Many firms still tend to send disparate messages to the outside
world.
The survey seeks answers to the following questions:
1. Is it important for the companies to integrate their marketing communications?
2. What are the preconditions for successful implementation of IMC?
3. Whose role is the integration of marketing communications in a company?
4. What should be done in order to implement IMC to a company?
The experts gave useful information that was a sufficient for developing guidelines
for successful implementation of IMC. The main answers to the survey questions
where following:
1. It is essential for companies operating in a competitive situation to use IMC as
it offers competitive advantage.
2. The main preconditions for IMC implementation are the values and culture of
a company, the knowledge and skills of management and marketing experts
and the mission of the company.
3. The integration of marketing communications should be lead by the
management of the company.
4. The main suggestions for implementing IMC are the following:
• the communication processes of the company should be identified
and streamlined
• the internal communication of the company should be improved
• staff should be trained in the fields of communication, marketing and
sales
• marketing communications plan should be developed
• marketing council should be created and different departments of the
company should cooperate
• staff should be motivated to follow an integrated approach in
communication
• feedback systems should be developed.
• marketing communications strategies should be defined through
work tasks
Keywords
H Social Sciences (General), magistritööd, turunduskommunikatsioon, eesmärkjuhtimine, säästev areng