Towards strategic integration in marketing communications in a decentralised organisational structure

Frehse, Enno (2020) Towards strategic integration in marketing communications in a decentralised organisational structure. PhD thesis, University of Gloucestershire. doi:10.46289/BUSI2365

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The concept of integrated marketing communications (IMC) was developed in the early 1990s and has gained significant interest from academics and practitioners alike. Although the concept is widely known for its theme of achieving consistency in messages sent, integration of marketing communications with corporate strategy is arguably the defining construct of IMC. In contrast to the attention the concept of IMC has achieved, integration of marketing communications with corporate strategy is rarely achieved. Correspondingly, there is a gap in understanding why such successful integration remains scarce. In order to support closure of this knowledge gap, the aim of this research is to support the successful implementation of IMC at a strategic level through the development of a conceptual model that is capable of helping to overcome barriers to successful integration. The objectives of the study are therefore to explore how decisions about marketing communication activities are taken and how customer knowledge generated through marketing communication activities is used to inform business strategy decisions. The knowledge needed to fulfil the research aim was generated from a case study setting of a global company, operating a decentralised organisational structure in the healthcare industry. The resulting research findings were grouped into three thematic areas which are termed efficiency, consistency, and relationship. These thematic areas, if unmanaged, may inhibit company-wide alignment of marketing communications activities with business strategy. This thesis contributes towards facilitating integration of marketing communications with strategy by providing a conceptual model which is termed ‘integration areas’. This model is based on the idea of using guiding principles for aligning marketing communication activities throughout a company. The integration area concept helps in the development of these guiding principles by providing thematic areas which should be considered in the course of this development so that integration of marketing communication activities with business strategy is achieved. Such support for guiding principles development for the purpose of achieving strategic integration of marketing communication activities has not yet been provided.

Item Type: Thesis (PhD)
Thesis Advisors:
Thesis AdvisorEmailURL
Uncontrolled Keywords: integrated marketing communications (IMC); Corporate strategy; Integration areas model; Germany
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Depositing User: Susan Turner
Date Deposited: 07 May 2021 12:29
Last Modified: 01 Aug 2021 21:54

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