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Integrated Marketing Communications (IMC): Why does it fail? An analysis of practitioner mental models exposes barriers of IMC implementation
Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre (MMTC). Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, School of Education and Communication, HLK, Media and Communication Studies.ORCID iD: 0000-0002-0301-9765
University of Melbourne.ORCID iD: 0000-0002-5222-1636
2015 (English)In: Journal of Advertising Research, ISSN 0021-8499, E-ISSN 1740-1909, Vol. 55, no 2, 132-145 p.Article in journal (Refereed) Published
Abstract [en]

Integrated marketing communications (IMC) is accepted widely as a multi-stakeholder strategic business process for brand communications. Yet, much less is known about the failures of its practical implementation. The current research provides a novel explanation for such failures. A two-year ethnographic study was conducted with a large Swedish retailer and its IMC partners. The objectives were to reveal potentially divergent managerial mental models and to understand the consequences of such divergence on IMC implementation. The authors' findings uncovered four basic mental models, which, in turn, revealed four aspects of IMC implementation dysfunction: miscommunication, compartmentalization, loss of trust, and decontextualization.

Place, publisher, year, edition, pages
2015. Vol. 55, no 2, 132-145 p.
National Category
Media and Communications Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-27852DOI: 10.2501/JAR-55-2-132-145ISI: 000356115300006Scopus ID: 2-s2.0-84930972873Local ID: IHHMMTCIS, HLKMKVISOAI: oai:DiVA.org:hj-27852DiVA: diva2:851311
Available from: 2015-09-04 Created: 2015-09-04 Last updated: 2016-02-03Bibliographically approved

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CiteExportLink to record
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