Abstract
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.
Journal Information
As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.
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Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal.
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