Putting integrated marketing communications to work today.: An article from: Public Relations Quarterly
Book Details
Author(s)Matthew P. Gonring
PublisherPublic Relations Quarterly
ISBN / ASINB00092YGRC
ISBN-13978B00092YGR3
AvailabilityAvailable for download now
Sales Rank10,479,185
MarketplaceUnited States 🇺🇸
Description
This digital document is an article from Public Relations Quarterly, published by Public Relations Quarterly on September 22, 1994. The length of the article is 2123 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Integrated marketing communication (IMC) amalgamates different communication functions to optimize resources and directly connect communications activities to organizational goals and the resulting bottom line. In implementing an IMC program, public relations professionals may audit communications-related spending across the organization, develop shared performance measures, employ database development and issues management to assess stakeholders, determine all contact points for the company and its products, and monitor internal and external trends that may influence the company. They may also develop businesss and communication plans for each local market and hire team players. They should also overcome barriers to the implementation of IMC such as fear of change, hierarchical organizations, territorial battles and functional silos, inside out communications planning, short-term planning, lack of database development and media fragmentation.
Citation Details
Title: Putting integrated marketing communications to work today.
Author: Matthew P. Gonring
Publication:Public Relations Quarterly (Magazine/Journal)
Date: September 22, 1994
Publisher: Public Relations Quarterly
Volume: v39 Issue: n3 Page: p45(4)
Distributed by Thomson Gale
From the supplier: Integrated marketing communication (IMC) amalgamates different communication functions to optimize resources and directly connect communications activities to organizational goals and the resulting bottom line. In implementing an IMC program, public relations professionals may audit communications-related spending across the organization, develop shared performance measures, employ database development and issues management to assess stakeholders, determine all contact points for the company and its products, and monitor internal and external trends that may influence the company. They may also develop businesss and communication plans for each local market and hire team players. They should also overcome barriers to the implementation of IMC such as fear of change, hierarchical organizations, territorial battles and functional silos, inside out communications planning, short-term planning, lack of database development and media fragmentation.
Citation Details
Title: Putting integrated marketing communications to work today.
Author: Matthew P. Gonring
Publication:Public Relations Quarterly (Magazine/Journal)
Date: September 22, 1994
Publisher: Public Relations Quarterly
Volume: v39 Issue: n3 Page: p45(4)
Distributed by Thomson Gale
