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Just doing it: theorising integrated marketing communications (IMC) practices
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-0301-9765
Department of Management and Marketing, Faculty of Business and Economics, University of Melbourne, Melbourne, Australia.
2017 (English)In: European Journal of Marketing, ISSN 0309-0566, E-ISSN 1758-7123, Vol. 51, no 3, 490-510 p.Article in journal (Refereed) Published
Abstract [en]

Purpose

This paper aims to elaborate on the concept of "integrated marketing communication (IMC) practice" and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the "practice turn" in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means "to do" IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field.

Design/methodology/approach

The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitative coding and interpretative analysis, the framework was operationalised and applied to a two-year organisational ethnography encompassing IMC planning activities in at a leading Swedish retailer.

Findings

Findings demonstrate how practitioners develop explicit and implicit strategies to enact strategic integration. The study conceptualises IMC as a set of interrelated practices, or routinised behaviours, which are repeated and organised by some social or formal rules and conventions. In the ethnographic context of the study, "IMC as practice" is exhibited in the forms of routines, material set-ups, rules and procedures, cultural templates and teleoaffective structures.

Originality/value

The paper proposes a novel set of theoretical and methodological tools that can be used to understand how IMC lives as a set of practices inside organisations. It specifically conceptualises the link between mental and objectified, materialised and routinised activities that has previously been escaping the sphere of theorisation. By creating language and tools to capture hitherto unmodellable phenomena, the paper opens many new avenues for future research.

Place, publisher, year, edition, pages
Emerald , 2017. Vol. 51, no 3, 490-510 p.
Keyword [en]
Organizational behaviour, Practice, Integrated marketing communications, Practice theory, Marketing planning, Retail marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-35366DOI: 10.1108/EJM-08-2015-0595ISI: XYZScopusID: 2-s2.0-85017289861Local ID: IHHMMTCISOAI: oai:DiVA.org:hj-35366DiVA: diva2:1088574
Funder
Carl-Olof och Jenz Hamrins StiftelseSwedish Retail and Wholesale Development Council
Available from: 2017-04-13 Created: 2017-04-13 Last updated: 2017-04-24Bibliographically approved

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