An IMC Process Framework for a Communications-Based Services Marketing Model

Abstract

Integrated marketing communications (IMC) has been presented and examined; and, it has been challenged recently by some researchers questioning its relevance. However, some practitioners and academics still embrace its use. Presented through a case study, this article complements and extends the work of others by showing the importance of attribute identification through comprehensive research. It suggests that the message may be the starting place for measurement of IMC. Senior managers should consider this study's proposed IMC process framework where the product focus or corporate mission statement is the first step for IMC brand message positioning to help improve both short-term and long-term sales and profits.

KEYWORDS:

• communications-based model
• integrated marketing communications (IMC)
• message development
• mission statements
• product focus
• promotion management
• retailing
• services marketing

Notes

^aMultiple modes exist. The smallest value is shown.

^a124 cells (91.9%) have expected count less than 5. The minimum expected count is .00.

^a104 cells (86.7%) have expected count less than 5. The minimum expected count is .00.