Communication in postmodern integrated marketing

Abstract

Successful marketing strategies in the twenty‐first century require successful communication strategies and this requires more creative thinking allied to an integrated approach to all communication activities. A postmodernist perspective and the influence of societal pressure now challenge the assertion that marketing is a rational formal process of analysis, planning, implementation and control.

Alişveri̇ş Merkezi̇nde Gerçekleşti̇ri̇len Etki̇nli̇kleri̇n Tüketi̇ci̇ Tutumlari Üzeri̇ne Etki̇si̇: Alişveri̇ş Merkezi̇ Zi̇yaretçi̇leri̇ Üzeri̇ne Bi̇r Araştirma

“…Bu nedenle firmalar hedef kitleye uygun iletişim araçları geliştirmek konusunda zorluklar yaşamaktadır (Proctor ve Kitchen, 2002;Rice, 1993;Westmyer vd., 1998). Duncan ve Moriarty (1998) ile Babin vd.…”

Integrated Marketing Communication and Performance of Kenya Post and Savings Bank

“…Kenya introduced performance contracting not only to improve service delivery but also to focus the mind set of public service away from a culture of inwards looking towards a culture of introducing performance management of corporate objectives, customer orientation and increased focus toward incremental productivity and cost reduction that can lead to improvement in service delivery (Obongo, 2009). Proctor & Kitchen (2002) state that in marketing communication, there has been a shift in emphasis from the individuality of advertising, sales promotion, personal selling and public relation to movement towards integrated marketing communication. According to Proctor and Kitchen (2002), questions have been raised concerning the organization itself as a brand rather than individualism brand in its own rights.…”

“…Proctor & Kitchen (2002) state that in marketing communication, there has been a shift in emphasis from the individuality of advertising, sales promotion, personal selling and public relation to movement towards integrated marketing communication. According to Proctor and Kitchen (2002), questions have been raised concerning the organization itself as a brand rather than individualism brand in its own rights. Schultz and Kitchen (1997) argue that most marketing communications activities in the past have focused on breaking down concepts and activities into even more finite specialisms.…”

Management and intrinsic hurdles in the development process of integrated communication between service providers and consumers

“…For decades, one of the keytasks has been recognition of consumer needs and understanding consumer behaviour, as well as activity planning, implementation and control which could in the most optimal, i.e. shortest way reach goals of both communication and sales (Proctor, Kitchen 2002). Integration has also become a main object in the communication sphere and research.…”