Integrated marketing communications: implementation and application issues in consumer-focused companies

Burgmann, Inga

Abstract

This thesis addresses the implementation and application of integrated marketing communications (hereinafter referred to as 'IMC'). The thesis is located within the field of marketing communications and focuses on IMC perceptions and practices within large global and national companies located in the UK and Germany.

The aim of this thesis is to understand how and to what extent IMC has developed and is practiced in the selected firms. This study takes the perspective that IMC can only be understood via social actors i. e. via marketing and communication practitioners - including brand managers, and senior executives, as they are the people who possess the practical knowledge of complex business settings in relation to their own business and/or its related brands. As such, these practitioners have the ability and managerial capacity to design and implement integrated approaches to marketing communications. In a qualitative two phase research design, interviews and case studies are the chosen methods that allow
this investigation to access the research problem.

The design of this thesis is as follows:
1. Current marketing communication and IMC literature is reviewed which serves to identify research gaps.
2. During the first phase, data was collected from 10 large national and global companies located in Germany and 15 similar firms located in the UK. Four different industries were selected: service, retail, consumer durable and fast-moving consumer goods (FMCG).
3. In the second phase of the research design, three extensive case studies with fast-moving consumer goods companies were carried out in relation to IMC perceptions and practices. The case firms included two multinational firms i.e. SABMiller and Imperial Tobacco, and one very rapidly growing strategic business unit, namely Tryton Foods, which is a subsidiary of a national UK firm.
4. An interpretive theory building approach was used. The qualitative data analysis was guided by the principles of content analysis.

Based on the empirical findings of the research, the final outcome of this thesis complements and advances current knowledge about marketing communications and particularly in relation to integrated marketing communications. A significant outcome of this research is that IMC is purely client-led. In addition, it is found that the majority of participating firms have only recently started to implement IMC, and indeed, that current IMC practices can be further advanced and augmented. At least in business-to-consumer industries, firms need to listen more actively to the needs and wants of their customers in order to be able to create consumer-driven marketing communication approaches.

Citation

Burgmann, I. Integrated marketing communications: implementation and application issues in consumer-focused companies. (Thesis). University of Hull. https://hull-repository.worktribe.com/output/4213991

• Thesis Type: Thesis
• Deposit Date: Mar 25, 2013
• Publicly Available Date: Feb 22, 2023
• Keywords: Business
• Public URL: https://hull-repository.worktribe.com/output/4213991
• Additional Information: Business School, The University of Hull
• Award Date: Aug 1, 2007