Integrated marketing communication: What are the barriers to integration?
It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organisations. This is despite the fact that, as in many areas of marketing discourse, there is still no clear accepted definition of IMC. In recent years, some schola...
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| Format: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/40178 |
| _version_ | 1848755795624198144 |
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| author | Archer, Catherine |
| author2 | Spanjaard, D. |
| author_facet | Spanjaard, D. Archer, Catherine |
| author_sort | Archer, Catherine |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organisations. This is despite the fact that, as in many areas of marketing discourse, there is still no clear accepted definition of IMC. In recent years, some scholars have argued, rather controversially, that in this post-modern world, integration of marketing communication is impossible (Christensen, Torp & Firat 2005). This paper, through a case study of a major Australian health care organisation, reviews the struggles to integrate communications, not just in a narrow marketing sense, but across the organisation. This paper offers new insights into the reality of implementing communication programmes in complex organisations and highlights the key barriers to integration of marketing communications faced by organisations. |
| first_indexed | 2025-11-14T09:01:59Z |
| format | Conference Paper |
| id | curtin-20.500.11937-40178 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:01:59Z |
| publishDate | 2008 |
| publisher | University of Western Sydney |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-401782017-03-08T13:31:45Z Integrated marketing communication: What are the barriers to integration? Archer, Catherine Spanjaard, D. Denize, S. Sharma, N. integrated marketing communication communication barriers case study Australian health care It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organisations. This is despite the fact that, as in many areas of marketing discourse, there is still no clear accepted definition of IMC. In recent years, some scholars have argued, rather controversially, that in this post-modern world, integration of marketing communication is impossible (Christensen, Torp & Firat 2005). This paper, through a case study of a major Australian health care organisation, reviews the struggles to integrate communications, not just in a narrow marketing sense, but across the organisation. This paper offers new insights into the reality of implementing communication programmes in complex organisations and highlights the key barriers to integration of marketing communications faced by organisations. 2008 Conference Paper http://hdl.handle.net/20.500.11937/40178 University of Western Sydney fulltext |
| spellingShingle | integrated marketing communication communication barriers case study Australian health care Archer, Catherine Integrated marketing communication: What are the barriers to integration? |
| title | Integrated marketing communication: What are the barriers to integration? |
| title_full | Integrated marketing communication: What are the barriers to integration? |
| title_fullStr | Integrated marketing communication: What are the barriers to integration? |
| title_full_unstemmed | Integrated marketing communication: What are the barriers to integration? |
| title_short | Integrated marketing communication: What are the barriers to integration? |
| title_sort | integrated marketing communication: what are the barriers to integration? |
| topic | integrated marketing communication communication barriers case study Australian health care |
| url | http://hdl.handle.net/20.500.11937/40178 |