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2013 | OriginalPaper | Buchkapitel

The Integrated Marketing Communication—The Consumer Behaviour Impact: A Romanian Perspective

verfasst von : Camelia Kailani, Felicia Stăncioiu, Nicolae Teodorescu

Erschienen in: The Changing Business Landscape of Romania

Verlag: Springer New York

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Abstract

The concept of integrated marketing communication (IMC) was born in mid-1990s and has been generating many controversies in the literature. The concept has constantly evolved from the simple coordination of promotional tools to a complex strategic process. Due to the modern marketing development, IMC has become an important and complex tool for achieving the goals of a company. Therefore, it is useful to investigate the opportunities to increase IMC impact on consumer behaviour. The purpose of this chapter is twofold: (1) to approach IMC as a complex system which has as communication drivers the four elements of the classical marketing mix (product, price, distribution and marketing communication) and (2) to develop a conceptual model that describes the impact on consumer behaviour. Such model can be used to research the IMC influence on consumer behaviour and, in the same time, could identify the ways to create an effective IMC strategy based on the consumer reactions and requirements.

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Titel: The Integrated Marketing Communication—The Consumer Behaviour Impact: A Romanian Perspective
verfasst von: Camelia Kailani
Felicia Stăncioiu
Nicolae Teodorescu
Verlag: Springer New York
Buch: The Changing Business Landscape of Romania
Print ISBN: 978-1-4614-6864-6

Electronic ISBN: 978-1-4614-6865-3

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-1-4614-6865-3_12