314 model has been developed and the most relevant findings are discussed. Finally, the
main academic and managerial implications are described. This model will help academics …

With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …

As digital and social media continue to grow in terms of usage and advertising expenditures,
the advertising industry has been forced to develop innovative strategies. One such strategy …

One difficult challenge for marketers is the large, diverse means of communication and
communication options that are available to support their brands (eg TV, print, and …

This paper presents integrated marketing communication (IMC) and brand identity as critical
components of the firm's brand equity strategy. Specifically, the authors provide a brand …

Integrating identity, strategy and communications for trust, loyalty and commitment | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

This paper re-examines a definition of integrated marketing communications (IMC)
previously published in this journal, and proposes a revision to that original definition. It …

Within a short period of just over a decade, IMC has swept around the world and become the
accepted norm of businesses and apparently the agencies that service their needs. Here we …

Contemporary events management is a diverse and challenging field. This introductory
textbook fully explores the multidisciplinary nature of events management and provides the …

Since the inception and formal conceptualisation of Integrated Marketing Communications
(IMC) in the late 1980s, the concept continues to gain widespread attention and interest …