IMC: strong in theory but struggling in practice : Practical guidance for the adaptation of IMC

Idioma: inglés

Editorial: Diplom.De, 2006

3838697987 / 9783838697987

  • Tapa blanda
  • Nuevo
Ver todos los detalles

Librería: AHA-BUCH GmbH, Einbeck, AlemaniaAHA-BUCH GmbH

Vendedor de 5 estrellas

Vendedor de IberLibro desde 14 de agosto de 2006

Tapa blanda

Condición: Nuevo

EUR 74,00

Envío por EUR 35,00 
Se envía de Alemania a Estados Unidos de America

Cantidad disponible: 1 disponible

Añadir al carrito
Devoluciones gratuitas de 30 días

Descripción del artículo del vendedor

nach der Bestellung gedruckt Neuware - Printed after ordering - Bachelor Thesis from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Ecole Supérieure de Commerce de Montpellier (International Marketing Department), language: English, abstract: Inhaltsangabe:Abstract:Since the 1990s Integrated Marketing Communications (IMC) has particularly influenced both the theory and practice of communication management. The complex and evolving shift from the nineteenth century product centred approach to that of the twentieth century customer and twenty-first century stakeholder approaches has necessitated the adaptation of the concept.Integrated Marketing Communications (IMC) has evolved from the roots of psychology, marketing and mass communication. Despite its respected lineage, however, IMC remains an immature field that has struggled to establish its own unique body of literature. A key milestone in IMC s emerge occurred in 1991, when a task force of academics and professionals was formed in an effort to agree on such fundamental issues as the most appropriate terminology and definition of the IMC concept. Interestingly, the task force actually debated the use of at least three different terms which were integrated communications , total communications , and IMC . Although the task force did not forge a clear consensus on which term to use, IMC emerged as most commonly cited option and began to enter the mainstream of mass communications and marketing discussions in the early 1990s. Therefore literature in this paper is used as if it had intended to refer to integrated marketing communications.IMC is aiming to provide a consistent and effective message to the customers and other stakeholders as strategic consistency would lead to an increased brand value providing a competitive advantage for the given company. From this perspective IMC is a supportive concept. Yet, in practice, IMC has never been fully embraced. One of the most significant hindrances to IMC adaptation within a corporation has been the lack of agreement on a variable organisational structure. The purpose of this paper is to investigate proposed implementation structures and evaluate their impact in practice. It will identify both the benefits and limitation of these concepts. This paper will suggest the theoretical adaptation of change management within the IMC process as a pathway to practical success.To provide an introduction to the topic, chapter one stresses the historical development of the marketplace verifying the need of integrated marketing communications practices. It is, in addition, presenting the evolving nature of the concept, followed by offering definitions this paper will be based on. Chapter one is further evaluating the adaptation of IMC in business practice to further emphasise possible organisational barriers to its implementation. In order to investigate practical guidance for IMC implementation, chapter two provides six models that are evaluated in terms of their practical appeal for a successful shift towards IMC practice within corporations. This chapter represents the foundation for chapter three that will then investigates recommendations to effective IMC adaptation. It is in particular epitomising the need of involving effective change management for a successful IMC implementation. Additionally, it is providing a cyclical model that would be reasonable to consider whilst adapting IMC within organisations.Inhaltsverzeichnis:Table of Contents:1.Introduction12.Integrated Marketing Communications (IMC)32.1The development of the Twenty-First Century Marketplace32.2The concept of IMC62.3IMC in practice92.4Organisational challenges of the IMC concept123.Implementation Models for IMC173.1Duncan and Caywood The Seven Evolutionary Steps Model173.2Gronstedt The Stakeholder Relatio.…

N° de ref. del artículo 9783838697987

Título
IMC: strong in theory but struggling in practice : Practical guidance for the adaptation of IMC
Autor
Katja Dienel
Editorial
Diplom.De
Año de publicación
2006
Estado
Neu
Encuadernación
Taschenbuch
Idioma
inglés
ISBN 10
3838697987
ISBN 13
9783838697987
Peso del artículo
118 gramos
Dimensiones
210x148x6 mm

AHA-BUCH GmbH

Einbeck, Alemania

Vendedor de 5 estrellas

Vendedor de IberLibro desde 14 de agosto de 2006

Tarifas de envío de Alemania a Estados Unidos de America

ArtículoDe 7 a 10 días hábilesDe 5 a 7 días hábiles
Primer artículoEUR 35,00EUR 45,00
Los plazos de entrega los establecen los vendedores y varían según el transportista y la ubicación. Los pedidos que pasan por la aduana pueden sufrir retrasos y los compradores son responsables de los aranceles o tarifas asociadas. Los vendedores pueden ponerse en contacto con usted en relación con cargos adicionales para cubrir cualquier aumento en los costes de envío de los artículos.

Métodos de pago

  • Visa
  • Mastercard
  • American Express
  • Carte Bleue
  • Apple Pay
  • Google Pay
  • Cheque
  • Giro bancario
  • PayPal

Descripción de la tienda

Das Unternehmen AHA-BUCH GmbH: Seit der Gründung von AHA-BUCH im Juli 2005 ist unser Hauptziel, zufriedenen Kunden so schnell und so preisgünstig wie möglich ihren Bücherwunsch zu erfüllen. Unsere Firma beschäftigt 16 Mitarbeiter, die nur ein Ziel kennen: den Kunden und seine Wünsche! Auf über 3700 m2 Fläche haben wir über 100.000 Bücher, Modernes Antiquariat und Spiele auf Lager.

Especialidad

Kinderbücher & Kinderhör Casetten, German Books, Software, Natur & Tiere, Ratgeber, Sachbücher, Englische Bücher, Medizin & Gesundheit, Universität & Studium

Información empresarial del vendedor

AHA-BUCH GmbH

Garlebsen 48
Einbeck, Alemania 37574

IImprint

Información del vendedor

AHA-BUCH GmbH
representado por el director gerente Christel Glass
Garlebsen 48
37574 Einbeck
Alemania
Teléfono: 055639996039
Fax: 055639995974
E-Mail: abebooks@aha-buch.de
USt-IdNr.: DE261904229
Inscrita en el Registro Mercantil Amtsgerichtes Göttingen
Handelsregisternummer HRB 200691

Resolución alternativa de conflictos:
La Comisión Europea proporciona una plataforma para la resolución extrajudicial de litigios en línea (plataforma ODR), a la que se puede acceder en https://ec.europa.eu/odr.

Somos miembros de la iniciativa "FairCommerce" desde el 25.05.2018.
Para obtener más información, consulte www.fair-commerce.de.