Measuring integration: an assessment of the quality of integrated marketing communications

Article Abstract:

Integrated marketing communications is beneficial because of the synergy produced. Output controls and process controls can be used to measure the effectiveness of integrated marketing communications. The Quality of Integrated Marketing Communications Assessment Profile identifies what is involved in integrated marketing communications, offers a scale to measure these qualities once they have been identified and allows for improvement.

Marketing Management NEC, Marketing management

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The organization of external communication disciplines: an integrative framework of dimensions and determinants

Article Abstract:

Research describing the relationship between companies' environmental conditions and their external marketing communications management is presented. A review of studies into the coordination between areas of communication is presented and a framework for further research is drawn.

Research, Human resource management, Management research

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Integrated marketing communications and the language of marketing development

Article Abstract:

The validity of the integrated marketing communications theory has not been proven. Additional evaluation of past and present marketing communications techniques must be undertaken.

United Kingdom, United States, Marketing, Methods

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