This lets companies acquire customers, while also maintaining customer loyalty that results in repeat custom for the firm. It is an important area for modern businesses, and a topical area on which to base your marketing dissertation with highly diverse topics: Advantages and challenges for MNCs.
While the first definition provides synthesis, the second is about individual participation, and the third definition is built in opposition to the idea of segregation. The three approaches all rely on the notion of putting together separate elements, the idea of aggregating parts to make a whole.
The idea of integration can be found in many different areas.
Hence our ability to use examples of economic, political, social, racial or regional integration. One of the biggest integration processes of the 20th century may be the one of the European integration. I will get back to this analogy later in my thesis since I strongly believe political integration has a lot in common with what I am talking about in this thesis.
We looked at the words as separate entities, one should focus on the sense given by their association. Defining Integrated Marketing Communication Many authors have attempted to define the notion of Integrated Marketing Communications, and as we will see later on, the definitions vary a lot from one author to another, from one marketer to another.
Like any term, IMC is subject to varying interpretations. The difference is that Integrated Marketing involves thinking about what does the whole organization has to do, as an organization, in order to create sustained, developed, unique value-based identity… […] So it is much broader as a business challenge as it involves the whole executive board, not just the Chief Marketing Officer.
And it may well be the other path of the organization on following parallel tracks. The one cannot happen without the other.
Integrated Marketing Communications can never happen in a disintegrated organization, equally so, an integrated organization will make it impossible for communications to be disintegrated. Non integrated marketing communications is the absence of the strategic business process described above.
The result of non integrated marketing communications is inconsistency, lack of coherence and can be very harmful for a brand. Organizations have been relying on siloed models for decades. Marketers have developed skills in very specific areas of expertise, leading to greater and greater specialty.
We are talking about organizations on the one hand: In order to achieve this common objective, this group of individuals tries to affect the behavior of others: To do so, the first group of people constituting the organization communicates with the other group of people the consumers through different channels.
These are the three part of the equation: And in that one set of consciousness, they process everything that comes to them using the same mental framework. All these different groups of people mentioned above represent millions of people who try to connect and communicate.
I am not even talking about the infinite possibilities of messages and communications channels that make things even more complex. This all creates space for a massive cacophony.
Both concepts Integrated Marketing and Integrated Marketing Communications have the same opportunity: In theory, all this seems rather logical.
The challenge for the next few years will be to actually make it happen, and to bridge this gap. The first part of this thesis will look at IMC as a theory. We will have a look at the origins and history of Integrated Marketing Communications as a concept.
We will try to illustrate why IMC is much more than just an idea, and we will see that it is an organizing principle that deeply affect the way we think.
We will see that the IMC proposition is subject to varying definitions and interpretations. In the second part, we will analyze IMC practically. We will study the many barriers to the implementation of truly integrated marketing communications.Sep 05, · If you are struggling with a dissertation or thesis topic selection in any stream, just look for any PhD Expert available online.
These experts have a lot of experience and provide dissertation writing services to students and help them in their thesis and dissertations. Looking at five topics for a Master’s in Communication thesis is a productive way for students to start this extensive project.
A master’s degree helps to prepare a student for work as a public relations manager, a journalist, a television producer and many other careers in communications. 2 INTEGRATED MARKETING COMMUNICATIONS PLAN IN THEORY 8 From Mass Marketing to Marketing Communication 8 Integrated Marketing Communications Concept 9 Promotional Mix 10 Integrated Marketing Communication Planning Process 14 Creative Brief 17 3 BUSINESS ANALYSIS 20 Industry Review 20 Description 20 Growth Error!
Bookmark not defined. In this thesis, I am going to talk about Integrated Marketing Communications, known under the acronym of IMC. Breaking down these 3 words Before going any further and even before trying to define IMC, let’s take a step back and think about the breakdown of these three words.
Marketing communications refers to different kind of messages delivered in different forms used to inform consumers. Marketing communications covers a wide range of activities including other aspects of marketing, advertising, branding, graphic design, sales, sales .
Dissertation: Marketing communications Marketing communications is a management process used by an organization to create a relationship with its various audiences.
By understanding the audience’s .