The evolution of integrated marketing communications : the customer-driven marketplace

143 Pages·2011·3.122 MB·English

by  Kitchen, Philip J., Patti, Charles H., Schultz, Don

The Evolution of
Integrated Marketing
Communications
The Customer-driven Marketplace
Edited by
Don E. Schultz, Charles H. Patti and
Philip J. Kitchen
*
The Evolution of Integrated Marketing
Communications
This book assesses updates and enhances the basic concepts surrounding the academic
theory and practice of Integrated Marketing Communication (IMC). Since the intro­
duction of IMC in the late 1980s, the concept has spread around the world. In that
expansion, many authors have written about IMC; practitioners have adopted and
adapted the concept to fit their own market situations. Further, dramatic changes have
occurred in the technologies used in marketing communications which consumers have
accepted and employed in their consumption of marketers' messages and incentives.
Thus, there have been dramatic changes in how IMC was initially envisioned and how
it has developed over time.
The editors identify and discuss these changes, how they have occurred and what
they mean going forward for all types of marketers around the world. Thus, IMC, and
indeed integration of communications at all organisational levels is essential in the 21st
century organisations.
This book was published as a special issue of the Journal of Marketing Commu­
nications.
Don E. Schultz, Emeritus Professor-in-Service, The Medill School, Northwestern Uni­
versity is generally acknowledged as the founding father of Integrated Marketing
Communication (IMC). He was the founding editor of the Journal of Direct Market­
ing, has researched and written extensively in the trade and academic press, while
publishing 24 books and over 150 journal articles.
Charles H. Patti, James M. Cox Professor of Customer Experience Management,
University of Denver, and Professor Emeritus, Queensland University of Technology
(Brisbane, Australia). He is the author of ten books and dozens of articles, book
chapters, and cases on integrated marketing communication, marketing management,
and customer experience. He serves on thirteen editorial boards and was named the
Marketing Educator of the Year by the Marketing Educators’ Association.
Philip J. Kitchen is Dean of the Faculty of Business and Professor of Marketing at
Brock University in Canada. Previously he has held Professorships at Hull University
and Queen’s University, UK. He is the Founder and current Editor of the Journal of
Marketing Communications (Taylor & Francis). He has published 13 books, and over
100 academic journal articles. He is also Associate Professor of Marketing at ESC
Rennes, France.
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The Evolution of Integrated Marketing
Communications
The Customer-driven Marketplace
Edited by
Don E. Schultz, Charles H. Patti and
Philip J. Kitchen
13 Routledge
Taylor & Francis Group;
-QNDON AND NEWYORKI
First published 2011
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon 0X14 4RN
Simultaneously published in the USA and Canada
by Routledge
711 Third Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
€> 2011 Taylor & Francis
This book is a reproduction of the Journal of Marketing Communications, vol. 15, issue 2-3. The Publisher
requests to those authors who may be citing this book to state, also, the bibliographical details of the special
issue on which the book was based.
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any
electronic, mechanical, or other means, now known or hereafter invented, including photocopying and
recording, or in any information storage or retrieval system, without permission in writing from the
publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used
only for identification and explanation without intent to infringe.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-0-415-66892-7
Typeset in Times New Roman
by Taylor & Francis Books
Disclaimer
The publisher would like to make readers aware that the chapters in this book are referred to as articles as
they had been in the special issue. The publisher accepts responsibility for any inconsistencies that may have
arisen in the coursc of preparing this volume for print.
Contents
Notes on Contributors vii
1. Introduction: The evolution of 1MC: IMC in a customer-driven marketplace
Don E. Schultz, Charles II. Patti and Philip J. Kitchen 1
2. Integrated marketing communications: From media channels to
digital connectivity
Frank Mulhern I I
3. Integrated marketing communications measurement and evaluation
Michael T. Ewing 29
4. Apples, oranges and fruit salad: A Delphi study of the IMC educational mix
Gayle Kerr 45
5. Building strong brands in a modern marketing communications environment
Kevin Lane Keller 65
ft. The primacy of the consumer in IMC: Espousing a personalist view and
ethical implications
Jerry G. Kliatchko 83
7. Rethinking marketing communication: From integrated marketing
communication to relationship communication
Ake Finite and Christian Gronroos 105
8. IMC: New horizon/false dawn for a marketplace in turmoil?
Philip J. Kitchen and Don E. Schultz 123
Index 131
V
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Notes on Contributors
Michael T. Ewing is Professor and Head of the Department of Marketing in the
Faculty of Business & Economics, Monash University, Melbourne, Australia. He
has published more than 80 articles in refereed journals, such as Information Sys­
tems Research, the Journal of the Academy of Marketing Science, the Journal of
Advertising Research, the Journal of Advertising, the Journal of Business Research,
Business Horizons, Industrial Marketing Management, the European Journal of
Marketing and the Journal of Small Business Management. He serves on the edi­
torial boards of the Journal of Service Research, the Journal of Business Research,
the International Journal of Advertising and Industrial Marketing Management and
is a member of the Board of Governors of the Academy of Marketing Science.
Akc Finnc, PhD. is senior lecturer at Hanken Swedish School of Economics Finland.
His research interest is marketing communication focusing on the consumer.
Christian Grfinroos is Professor at Hanken Swedish School of Economics Finland. His
research interests are related to service marketing and customer relationship man­
agement. Being one of the pioneers in this research area, he was one of the early
developers of the service management and marketing school of thinking, later
labelled the Nordic School of Service Marketing. He is also the founder of CERS
Centre for Relationship Marketing and Scrvicc Management.
Kevin Lane Keller is the E.B. Osborn Professor of Marketing at the Tuck School of
Business at Dartmouth College, Hanover. Keller’s academic resume includes degrees
from Cornell, Duke and Carnegie-Mellon universities, award-winning research and
faculty positions at Berkeley, Stanford and UNC. Through the years, he has served
as brand confidant to marketers for some of the world’s most successful brands,
including Accenture, American Express, Disney, Ford, Intel, Levi-Strauss, Procter &
Gamble and Starbucks. His textbook, Strategic brand management, in its third edi­
tion, has been adopted at top business schools and leading firms around the world
and has been heralded as the ‘bible of branding’. He is also the co-author with
Philip Kotler of the all-time best selling introductory MBA marketing textbook,
Marketing management, now in its 13th edition.
Gayle Kerr, PhD (Queensland University of Technology), is a senior lecturer in adver­
tising and IMC in the School of Advertising, Marketing and Public Relations,
Queensland University of Technology. Kerr worked in the creative side of advertis­
ing, before joining academia more than a decade ago to leach and research in
NOTES ON CONTRIBUTORS
advertising and integrated marketing communication. Her areas of research interest
include advertising ethics and self-regulation, advertising management and strategic
research, integrated marketing communication and advertising and IMC education.
Philip J. Kitchen, is Dean of the Faculty of Business and Professor of Marketing at
Brock University in Canada. Previously he has held Professorships at Hull Uni­
versity and Queen’s University, UK. He is the Founder and current Editor of the
Journal of Marketing Communications (Taylor & Francis). He has published 13
books, and over 100 academic journal articles. He is also Associate Professor of
Marketing at ESC Rennes, France.
Jerry G. Kliatchko is the Vice President for Corporate Communications and Academic
AlTairs, University of Asia and the Pacific (UA&P), Manila, Philippines. He is also a
professor of IMC at the School of Communication of UA&P and founded the IMC
program in the same university in 1997.
Frank Mulhern is Professor and Associate Dean for Research, Medill School, North­
western University, Illinois.
Charles II. Patti, James M. Cox Professor of Customer Experience Management,
University of Denver, and Professor Emeritus, Queensland University of Technology
(Brisbane, Australia). He is the author of ten books and dozens of articles, book
chapters, and cases on integrated marketing communication, marketing manage­
ment, and customer experience. He serves on thirteen editorial boards and was
named the Marketing Educator of the Year by the Marketing Educators’ Associa­
tion.
Don E. Schultz. Emeritus Professor-in-Servicc, The Mcdill School, Northwestern Uni­
versity is generally acknowledged as the founding father of Integrated Marketing
Communication (IMC). He was the founding editor of the Journal of Direct Mar­
keting, has researched and written extensively in the trade and academic press, while
publishing 24 books and over 150 journal articles.
Introduction: The evolution of IMC: IMC in a
customer-driven marketplace
Don E. Schultz, Charles H. Patti and Philip J. Kitchen
One of the advantages of career longevity is the ability to see and experience change. In
the academic area, the changes are not immediately obvious or radical. In marketing
communications, we’ve seen the development of new models of learning, the globali­
zation of higher education, increased emphasis on research, the call for measurement of
marketing productivity and the resulting emphasis on marketing metrics. Many of these
changes have been profound. They have changed what we in the academic community
think and theorize, as well as what practitioners do, forever.
Certainly, earlier periods in marketing, which we often refer to as “the good old
days”, do set the stage for the present and the future. But, that only happens for those
who accurately read the environment and assess the impact of how we think about and
practice marketing, and, especially marketing communications.
During the past 50 years, many marketing management concepts and frameworks
have emerged. For example, the ‘4Ps’ (product, price, place and promotion), the pro­
duct life cycle, buyer behavior models, positioning, supply chains and a host of others.
These frameworks often help shape the way we think about marketing, stimulate
research questions, influence what is taught, and typically guide (and sometimes pro­
scribe) marketing practice. Some of these frameworks influence marketing practice for
a long lime. Others are more short-lived, being replaced by new observations, innova­
tions and practices.
This new book is focused on the development, maturation and future of one of these
managerial frameworks - integrated marketing communications (IMC). At this point,
there is little doubt that IMC has become one of the most influential marketing man­
agement frameworks of our time. Today, IMC is the subject of professional works and
textbooks; trade and academic conferences; higher education curricula; academic
journals and industry magazines; and the actual practice of IMC in the marketplace.
Along with this research and learning, there has been an on-going, lively discussion
about how to shorten the gap between what is happening with 1MC and what should
happen. For example, how did the IMC evolution occur? What are the primary drivers?
What changes have resulted? And, where do we go from here? All these areas and
more, make up the on-going discussion of IMC. And, that is what this text is all about.
The ‘good old days’
The world, consumers, communications systems and the study of Integrated Marketing
Communications (1MC) have all changed dramatically in the last dozen years. When
1