...the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels. Article Type: Research...
Words: 7038 - Pages: 29
...Integrated online marketing communication: implementation and management ˘ ˘ Calin Gurau GSCM-Montpellier Business School, Montpellier, France Abstract Purpose – The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment. Design/methodology/approach – Both secondary and primary data (face-to-face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system. Findings – The transparency, interactivity and memory of the internet force the organisation to adopt a proactive-reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation. Research limitations/implications – The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers. Practical implications – The messages sent by the company to its online audiences have to be transformed/adapted in a three-stage process. Originality/value – The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an...
Words: 7145 - Pages: 29
...The Fiat Group was founded in 1899 in Turin, Italy, and now consists of many diversified businesses such as automobile manufacturer, engine manufacturer, agricultural and construction equipments, trucks and commercial vehicles, components and production systems, publishing and communication as well as financial services (The Fiat Group 2010). Diversified businesses also mean less risk because the businesses are financially and operationally leveraged. However, The Fiat Group focuses mainly in automobile sector, and this is not to mention that the world’s famous brands like Alfa Romeo, Maserati and Ferrari are entirely owned and managed by The Fiat Group; this has exclusively enhanced Fiat’s automobile portfolio in terms of brand’s strength, value and equity. Fiat carries out its businesses through its subsidiary companies located in over 50 countries while majority of its plants, employees, and R&D is based in Italy and Europe (The Fiat Group 2010). In battling for market share against major global competitors, Fiat has recently entered into mutual strategic alliance with Chrysler, with Fiat holding 20% of the shares. This provides both sides many complementary advantages. For instance, Fiat immediately gains unlimited access to Chrysler’s extensive North American dealer network, and therefore can save huge production cost by using Chrysler’s plants to produce its models for North American market. Chrysler also gains Fiat’s global distribution network in reciprocal while also...
Words: 4022 - Pages: 17
...Select one external communication posted in Module Three and assess it for the legal, compliance, and brand implications to the stakeholders. In your initial post, summarize your assessment of the external communication. Outline what legal aspects must be considered with the communication, what compliance issues need to be addressed, and how the brand could be affected. Ensure that you clearly identify the original communication you assessed. Review at least one external communication analysis, and argue or defend your classmate’s position regarding the communication he or she reviewed. Explain any additional recommendations you would make to improve the effectiveness of that communication. A: Summary: A communication strategy involves the formulation of a desired position for the organization in terms of how it wants to be seen by its different stakeholder groups. The content of a communication strategy is influenced by the process by which it is formed and by the different individuals and layers in the organization who have had a stake in it (Cornelissen, 2014). When an incident arises that has the possibility of attracting public or media attention, it is important for an organization to be prepared in regards to their stance regarding the issue. For the purposes of this exercise, an example will be referenced regarding a press release from Whole Foods Market. This combination style external communication is a well-written example of an informative as well as a persuasive...
Words: 3972 - Pages: 16
...Business Communication Student Name Student ID Date Business Communication: Business communication is a vital element of the progress of any company including AT&T. THE communication channels that the company has developed in place play a major role in ensuring business success and the successful passage of information from one part of the organization to another. Understanding the communication channels that a company has aids in understanding the information used. The approaches the company employs in propelling the information and the nature of effects that it produces in the company. Different forms of communication exist and each serves specific functions. These include but are not limited to those listed in the table below: Type of information | Example | Description | Purpose | Source | Verbal | Speech at a company gathering, communication between employees | Passage of a message using verbal means to a group within the company | The purpose of this form of communication is to ensure that a message is communicated in form of a speech. These may occur during a gathering or an avenue through which the passage of a message occurs using verbal means | Top management | Written | Business weekly reports, letters to the management, and letters from external bodies such as an auditor’s reports or letter | Based on the departments and their job roles within the company | The written reports provide support to communicating the weekly progress of the operations of the...
Words: 3248 - Pages: 13
...Introduction The public relations of an organization is like the air in the tires of a taxi. Nobody is really concerned about or notices the air in the tires until there is a puncture or a blow out. It is the taxi driver who should check and maintain the correct tire pressure. Public relations are the functions that provide benefits to the organization and its strategy and marketing functions. Organizational functions are those distinct advantages that a good PR campaign provides to an organization such as brand building, creating public awareness, providing feedback, etc. Public Relations Public relations are a constantly evolving and dynamic profession. It has come a long way from its image as a glamorous but anyone can do it job. In fact, as little as 20 years ago, it was highly recommended that to enter the profession, one needed nothing more than secretarial training. But public relations have grown beyond this image. Today, public relations are a sophisticated industry that needs individuals who are confident in their abilities and skills and are aware that they are well suited to a highly demanding profession. Today’s public relations practitioners have a range of tertiary qualifications and constantly try to improve and expand their knowledge and skills. “ Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and...
Words: 1103 - Pages: 5
...BUS101 Introduction to marketing and Communications (MID-TERM ASSIGNMENT) General Instructions Your first formal assessment is an opportunity for you to demonstrate your understanding of the material from the marketing management part of the module (up to and including communication). The task requires you to address a short fictional case. In addressing the assignment topic you must draw explicitly on the chapters and articles noted on QMPlus. You do not need to do reading beyond the module reading list and you should not do any research into the industry, market, product, etc (just make any assumptions clear). Assignment Brief and Backstory You have been lucky enough to secure an internship at Once Dodgy Consultants LLP (ODC), the most prestigious and expensive of all strategic management consultancies, but also a very publicly spirited firm that spends most of its income from commercial activities helping charities and social enterprises reduce poverty and illness. One day, you are working in your cubicle and sense a disturbance in the office, your colleagues rapidly start to disappear muttering “CEO” and “MBC file”. You look up and are surprised to see the CEO of the consultancy leave the elevator and head to your divisional manager’s office, a red file marked “MBC BRIEF TOP SECRET” held distastefully at at arm’s length. The CEO leaves shortly afterwards. You see your divisional manager look forlornly around the office, note you as the only remaining member...
Words: 1971 - Pages: 8
...cross-cultural business communication: Anthropological approaches to international business Tian Guang* and Dan Trotter Shantou University, Shantou City, Guangdong Province, Southern China. Accepted 8 March, 2012 Cultural factors have long been known to influence the communication and success potential of competition. Cultural awareness shapes how business firms behave in cross-culturally reflected international markets. It is broadly recognized that cultural factors act as invisible barriers in international business communications. Understanding cultural differences is one of the most significant skills for firms to develop in order to have a competitive advantage in international business. This paper probes some key elements of cross-cultural issues in international business communication and provides a framework for creating competitive advantage for firms engaged in international business. Culture affects many aspects of international business communication. It impacts free trade policies, localization and standardization strategy decisions, advertising, brand effectiveness, business relationships, international business management, international marketing, international negotiation, and consumer behavior. Seven themes are suggested as guidelines for further research: Cultural impacts of markets, international versus domestic business communication, standardization versus adaptation in cross-cultural communication; cross-cultural dimensions of business communication research, cross-cultural...
Words: 6912 - Pages: 28
...Explanation of communication process that applies to advertising and promotion: Marketing communication involves answering the following questions: who is the target audience, what should be communicated and how should it be communicated? Communication is a multifaceted process and the overall image projected by a provider is critically important. To this end, a range of promotional techniques can be used – the communications mix. Jobber (2004) views the mix as having six key elements: Advertising, Personal selling, Direct marketing, Internet and on-line marketing, Sales promotion and Publicity How promotion is regulated Advertising in the UK is controlled through a combination of codes of practice and legislation. To prevent cheating people by fake publicity, there are several regulatory bodies in UK that regulate advertisements and other promotional activities. They have the authority to take actions if they find any promotional activity fraudulent. The main three regulatory bodies are: * Advertising Standards Authority (ASA) * Bar Standards Board * Committee of advertising practice. Understand below-the-line techniques and how they are used. Primary techniques of below the line promotion and how they are used in integrated promotional strategy for a business of product Below the line promoting techniques refer short time promoting technique to get a direct response from the customers. It includes differing kinds of techniques like money or different incentives...
Words: 1179 - Pages: 5
...2013-2014 Please use this list of the fields of International Business for thesis work and potential thesis topics when choosing and informing us the field of your thesis + the thesis topic in the form Indication of Interest Area for Thesis 2013-2014. Part 1. Thesis topics for companies and other organizations We have first listed the thesis projects that are available to do for companies and organizations. If you are interested in these projects, please mark the topic to the Indication of Interest Area form the same way than any other topic. It should be noted that the students selected to do the thesis from these topics must be motivated and committed for the work. Please do not contact these organizations yourself before the selection process has been completed for all students. More information on topics can be asked from Mari Syväoja or Tomi Heimonen. Organization: Thesis Biofenno projects for (www.biofenno.fi) companies and organizations Selected Thesis Topics for companies and organizations Internationalization plan Plan how to take and promote product Tuovi Tuotevirtakirjanpito to EU markets. Tuovi Tuotevirtakirjanpito is a stock and feed recording program for organic farmers. It produces necessary stock and feed reports for annual inspection. Also stock balance reporting benefits farm managements. Because Tuovi Tuotevirtakirjanpito complies with all the regulations EU has set for organic farmers, it has possible markets in EU. Aalto School of Competitive environment...
Words: 1721 - Pages: 7
...of E-commence on international business and marketing: A literature review Name student: Tao Yi Student number: 1192930 Course name: Master thesis international track Course code: 2012-191880750-1A Assessor: Assistant Prof. Dr. E. Constantinides and Dr. Huub J.M. Ruel Hand in date: 15-09-2012 E-commerce and Web 2.0: An intensive literature review on their impacts on international business and marketing Table of content Managerial summary ............................................................................................ 2 1. Background and research objectives .............................................................. 3 2. Research problem and research questions...................................................... 4 3. Research methodology ................................................................................... 6 4. Key findings .................................................................................................. 8 4.1. 4.1.1. 4.1.2. 4.1.3. 4.2. 4.2.1. 4.2.2. 4.3. 4.4. 4.4.1. 4.4.2. 4.4.3. 4.5. 4.5.1. 4.5.2. 4.5.3. 4.6. The impacts of Internet on International business and marketing .................................. 8 The impacts on international business ......................................................................... 8 The impacts on international entrepreneurship ............................................................ 9 The impacts on international companies‟ marketing .............................................
Words: 21450 - Pages: 86
...Stephen J. Newell Source: Journal of Marketing Theory and Practice, Vol. 11, No. 2 (Spring, 2003), pp. 56-65 Published by: Taylor & Francis, Ltd. Stable URL: http://www.jstor.org/stable/40470111 Accessed: 30-11-2015 10:58 UTC REFERENCES Linked references are available on JSTOR for this article: http://www.jstor.org/stable/40470111?seq=1&cid=pdf-reference#references_tab_contents You may need to log in to JSTOR to access the linked references. Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at http://www.jstor.org/page/ info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. Taylor & Francis, Ltd. is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Theory and Practice. http://www.jstor.org This content downloaded from 27.251.83.10 on Mon, 30 Nov 2015 10:58:27 UTC All use subject to JSTOR Terms and Conditions THE IMPACT OF NOISE ON RECALL OF ADVERTISEMENTS Bob T. Wu BowlingGreenStateUniversity J. Stephen Newell Western MichiganUniversity that referred inmarketing to to and is a literature, hasbeenthe Noise,a barrier learning communication, concept is widely yet, in and of research...
Words: 5776 - Pages: 24
...Media Marketing Strategy as a Form of Direct Marketing, Today’s Emerging Trends and Tomorrow’s Implications. Ahmad Jan 120070118 Hussam Alowaibeel 120070103 Marketing 420 - Direct Marketing Dr. Mikhail Zenchenkov ABSTRACT While firms strive to survive by gaining a significant market share and to position their products in the market with the ultimate aim of generating sufficient profits to sustain their survival, research has demonstrated that the marketing approach adopted by these firms underlies the strength of their positions in the market today. That has driven a significant number of firms in the world to invest a significant share of their revenues to conduct the marketing of their product using direct marketing strategies on the best media that has in the recent past unveiled itself, social media. Typically, that is because the internet has virtually merged the real world with the virtual world and its presence in the whole world is overwhelming. Unlike, therefore, the traditional marketing strategies that focused on segmentation with the 4Ps underlying concepts, a radical departure in the recent past where social media is increasingly taking the place of social media has been the trend. However, the implications and future trend share that firms have to fully get into the internet and use social media as one of the best strategies of direct marketing to reap the benefits of direct marketing strategies...
Words: 5173 - Pages: 21
...------------------2 SWOT analysis for Woolworths Ltd------------------------------------------------------------------------3 Key Capability Analysis---------------------------------------------------------------------------------------4 Major stakeholder analysis for Woolworths Ltd---------------------------------------------------------5 Assessment of Business Level Strategy---------------------------------------------------------------------6 PART B: Woolworths Ltd Strategic Review--------------------------------------------------------------6 Analysis of Key Strategic Plan Elements-------------------------------------------------------------------6 Stakeholder implication assessment for growing the Multi-channel strategy----------------------7 Stakeholder implication assessment for growing the Cost consciousness strategy----------------8 Strategy Map---------------------------------------------------------------------------------------------------10 Balanced Scorecard-------------------------------------------------------------------------------------------11 Conclusion-------------------------------------------------------------------------------------------------------12 Appendix--------------------------------------------------------------------------------------------------------13 Reference PART A: Woolworths Ltd Strategic Analysis Table 1: SWOT analysis for Woolworths Ltd Strengths | Weaknesses | * Solid capital support...
Words: 2961 - Pages: 12
...http://www.emerald-library.com European Journal of Marketing 33,9/10 926 Received August 1997 Revised January 1998 A broadened conception of internal marketing BNFL Corporate Communications Unit, University of Salford, Manchester, UK, and Manchester School of Management, UMIST, Manchester, UK Keywords Internal marketing, Employee communications, Marketing theory, Case studies, Literature review Abstract Internal marketing has been of interest to practitioners and academics, in marketing and other disciplines of management, for some years, and published papers focus on definitions, the role of internal marketing in organisations, and various empirical investigations. Discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material; ``expert'' opinion from leading academics; and interviews with managers. Richard J. Varey Barbara R. Lewis European Journal of Marketing, Vol. 33 No. 9/10, 1999, pp. 926-944. # MCB University Press, 0309-0566 Introduction Explicit discussion of the marketing concept in use in the internal operations of the organisation entered the marketing and service management literature in the late 1970s. However, this concept has origins in published discussions of the organisation of marketing systems from the early years of the twentieth century. It would seem that the essence of internal marketing is not a phenomenon of the post-industrial era...
Words: 7759 - Pages: 32
