Cookies

We use cookies to ensure that we give you the best experience on our website. By continuing to browse this repository, you give consent for essential cookies to be used. You can read more about our Privacy and Cookie Policy.


Durham e-Theses
You are in:

Exploring client and agency perceptions of the relative merits of alternative modes of IMC service provision.

CANACOTT, JOHN,ANDREW (2015) Exploring client and agency perceptions of the relative merits of alternative modes of IMC service provision. Doctoral thesis, Durham University.

[img]
Preview
PDF - Accepted Version
Available under License Creative Commons Attribution 3.0 (CC BY).

4002Kb

Abstract

ABSTRACT
John Andrew Canacott, M.B.A.

Exploring client and agency perceptions of the relative merits of alternative modes of IMC service provision.

The purpose of this research is to explore client and agency perceptions of Integrated Marketing Communications (IMC) and to interpret views on various alternative modes of IMC. Additionally, this research examines IMC implementation from both client and agency perspectives.
Several methodological contributions have been achieved through the adoption of a two stage approach incorporating semi structured interviews with client and agency representatives and a tripartite, participant observer, case study during IMC implementation. This study represents the first qualitative emic approach to address the specific phenomenon of IMC implementation.
Significant findings highlight the continued lack of a common definition of IMC and its content. Additionally findings illustrate differing views on the strategic role of IMC, coupled with an underestimation of IMC implementation issues. Findings uniquely identify the critical importance of boundary spanning roles and associated individual behaviour at inter and intra firm levels across and within the client and agency divide. Findings underscore a number of key issues that need to be considered such as trust, communication and credibility, in advance of planning and implementing IMC. Findings also identify sales as a potential component of an IMC offering in certain cases and reflect on the benefits this could have in revising some agency remuneration models.
Key practitioner findings illustrate requirements for greater IMC implementation planning, consideration of alignment of client and agency structures together with setting and communicating clear objectives to avoid trust and political issues arising later. Findings show that greater consideration needs to be given to management of intra/inter firm boundary spanning personnel suggesting that training and skills development of staff is important.
Overall, findings emphasise the company-wide nature of IMC and its implementation.


Item Type:Thesis (Doctoral)
Award:Doctor of Business Administration
Keywords:Integrated Marketing Communications, IMC,IMC Implementation.
Faculty and Department:Faculty of Social Sciences and Health > Economics, Finance and Business, School of
Thesis Date:2015
Copyright:Copyright of this thesis is held by the author
Deposited On:11 May 2015 09:56

Social bookmarking: del.icio.usConnoteaBibSonomyCiteULikeFacebookTwitter