The relationship between integrated marketing communication, market orientation, and brand orientation

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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/239651

Title: The relationship between integrated marketing communication, market orientation, and brand orientation
Author(s): Reid, Mike; Luxton, Sandra; Mavondo, Felix
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.
Publication type: Journal article
Source: Journal of Advertising, Vol. 34, no. 4 (Winter 2005), pp. 11-23
Publication year: 2005
FOR Code(s): 1505 Marketing; 1506 Tourism
Keyword(s): Brand orientation; Integrated marketing; Integrated marketing communications; Market orientation; Performance
Publisher: M. E. Sharpe
ISSN: 0091-3367
Publisher URL: http://www.jstor.org/stable/4189316
Peer reviewed