Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet
arxiv(2024)
摘要
This editorial outlines an expanded scope for the next (fifth) generation of
integrated marketing communication. It identifies key market forces that gave
rise to this evolution and describes a trajectory of where Integrated Marketing
Communication (IMC) has been and where it is going. The central shift is moving
from primarily focusing on one stakeholder to multiple ones, including people
(employees and society), the planet (environment), and profits. It identifies
examples from industry that exemplify multi-stakeholder decision-making and
uses the examples to suggest research questions that academics and
practitioners should address. Examples and research directions are organized
around marketing strategy, communication media and messages, and measurement
systems.
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