Integreeritud turunduskommunikatsiooni rakendamise probleemid ja soovitused

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dc.contributor.advisorVihalemm, Triin, juhendaja
dc.contributor.authorKaarlaid, Kairi
dc.contributor.otherTartu Ülikool. Sotsiaalteaduskondet
dc.contributor.otherTartu Ülikool. Ajakirjanduse ja kommunikatsiooni osakondet
dc.date2006
dc.date.accessioned2010-10-21T08:00:09Z
dc.date.available2010-10-21T08:00:09Z
dc.date.issued2006
dc.descriptionThe 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 tasksen
dc.description.urihttp://tartu.ester.ee/record=b1835960~S1*est
dc.formatapplication/pdf
dc.identifierKaarlaid, Kairi (2006) Integreeritud turunduskommunikatsiooni rakendamise probleemid ja soovitused. Masters thesis, Tartu Ülikool.
dc.identifier.urihttp://hdl.handle.net/10062/15607
dc.publisherTartu Ülikoolet
dc.relationhttp://mail.jrnl.ut.ee:8080/199/
dc.subjectH Social Sciences (General)
dc.subjectmagistritöödet
dc.subjectturunduskommunikatsioonet
dc.subjecteesmärkjuhtimineet
dc.subjectsäästev arenget
dc.titleIntegreeritud turunduskommunikatsiooni rakendamise probleemid ja soovitusedet
dc.typeThesisen
dc.typeNonPeerReviewed

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