THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION

Mike Reid; Sandra Luxton; Felix Mavondo

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THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION

机译：集成营销营销，市场定位和品牌定位之间的关系

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This paper relates integrated marketing communication (IMC) to market orientation (MO), brand orientation (BO), and external performance measures. The perspective adopted here argues that for clarity of meaning, IMC should be grounded and interpreted with these other concepts in mind. Specifically, this paper clarifies the links between IMC, MO, and BO, and proposes a testable model linking the relationships among these concepts and facets of customers, and organizational performance. The paper concludes by discussing implications of the study for both academics and practitioners.

机译：本文将集成营销传播（IMC）与市场定位（MO），品牌定位（BO）和外部绩效指标相关联。这里采用的观点认为，为了使含义清晰，IMC应该以这些其他概念为基础并进行解释。具体来说，本文阐明了IMC，MO和BO之间的联系，并提出了一个可测试的模型，将这些概念和客户方面之间的关系与组织绩效联系在一起。本文最后讨论了该研究对学者和从业者的意义。

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来源
《The Journal of Advertising》 |2005年第4期|p. 11-23|共13页
作者
Mike Reid; Sandra Luxton; Felix Mavondo;
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作者单位

Department of Marketing, Monash University, Melbourne, Australia;

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正文语种 eng
中图分类贸易经济;
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THE RELATIONSHIP BETWEEN INTEGRATED MARKETING COMMUNICATION, MARKET ORIENTATION, AND BRAND ORIENTATION

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