IMC-performance relationship

Mike Reid

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets.

IMCPerformance Relationship

Further Insight And Evidence From The Australian Marketplace

Mike ReidMonash University

INTRODUCTION

This paper seeks to examine the relationship between integrated marketing communications (IMC) and performance. The paper is grounded in the emergence of IMC as a paradigm for both business and research, and also in the relationship between IMC and the development of marketbased assets for competitive advantage, in particular brands and customer relationships. In this way, IMC is not only about 'doing better marketing communications', but has a broader link to establishing a basis for competitive advantage through the development of both intellectual and relational...

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