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Integrated marketing communications measurement and evaluation

Ewing, Michael T 2009, Integrated marketing communications measurement and evaluation, Journal of Marketing Communications, vol. 15, no. 2-3, pp. 103-117, doi: 10.1080/13527260902757514.

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Title Integrated marketing communications measurement and evaluation
Author(s) Ewing, Michael TORCID iD for Ewing, Michael T
Journal name Journal of Marketing Communications
Volume number 15
Issue number 2-3
Start page 103
End page 117
Total pages 15
Publisher Routledge
Place of publication Oxford, England
Publication date 2009
ISSN 1352-7266
Keyword(s) IMC measurement
Research agenda
Summary Marketing communications have historically been measured on a medium-by-medium basis. The new electronic communications systems are in danger of falling into the same trap. Yet consumers seem to use all these communications systems concurrently, simultaneously and one would assume, synergistically. If this is true, what are the challenges in measuring the impact and effect of these integrated communications systems? How should synergy between communications forms be considered and measured? For it is ultimately consumers, not managers, who integrate (marketing) communications. In response to these and other challenges, this article identifies five areas of integrated marketing communications (IMC) measurement worthy of future research. It then goes on to expand on each of the areas, noting some of the foundational work that has already taken place and signalling possible avenues for future research. In conclusion, it considers the theoretical implications of the research agenda and postulates how a broader view of theory could in fact assist scholars in tackling the research challenges as they currently stand.
Language eng
DOI 10.1080/13527260902757514
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2009, Taylor & Francis
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Document type: Journal Article
Collection: School of Management and Marketing
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