Integrated Marketing Communications in the Australian and New Zealand Wine Industry

Integrated marketing communications and the management of brands is a vital area for research in many industries.

Integrated marketing communications in the Australian and New Zealand wine industry

Mike ReidMonash UniversityTrent Johnson, Mike Ratcliffe, Kari Skrip & James WilsonThe Food and Wine Marketing Group, University of Adelaide

Introduction

This article seeks to explore the management and integration of marketing communications (IMC) in the Australian and New Zealand (ANZ) wine industry. IMC is regarded as an important management issue because of increasingly dynamic market conditions. It has been variously defined as a management philosophy, educational movement and a business practice (Low, 2000). IMC is primarily concerned with the strategic coordination of the diverse communications activities...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands