| Summary: | This research aims at exploring managerial perspectives of Integrated Marketing Communications (IMC) in terms of use, practice and development in Vietnamese market. Up to now, in the literature, there are a good number of research studies related to IMC in well developed markets such as USA, England and Korean, whereas there are almost no researcher studies on the topic which happen in developing market. Given this reality, this research is entrusted to add value to the literature by contributing findings on the same topic within the context of a developing market, particularly Vietnam.
Findings from in-depth interviews with a sample of senior marketing professionals show that even though marketing professionals do not ignore IMC, it is not always appreciated and considered to be a panacea for marketing communications. The reasons could be very various ranging from the organizational structure, the market situation, the manager ability and the target consumers. It also explains why marketing professionals still lack of strategic thinking when it comes to adopting IMC.
The research paves the way for many future study on the same topic and also provide a picture of how IMC is adopted in developing markets, namely Vietnam.
Keywords: Integrated Marketing Communications (IMC), marketing communication, qualitative, Vietnam, developing market.
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