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Ett udda par: Integrerad Marknadskommunikation och det postmoderna samhället
Linnaeus University, Faculty of Humanities and Social Sciences, School of Social Sciences.
2010 (Swedish)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesisAlternative title
An odd couple : Integrated Marketing Communication and the postmodern society (English)
Abstract [en]

The purpose of this paper is to study whether Integrated Marketing Communication is a useful marketing concept in the postmodern society. Because of the new infor-mation technology, Integrated Marketing Communication has been criticized for being hard to implement. This study will investigate if that really is the case or if the problems depend on other underlying variables. The thesis was carried out by interviewing, using qualitative methods, individuals that have experience of working with Integrated Marketing Communication. They are all consultants from some of Stockholms leading communication agencies. I have used a theoretical frame of reference based on integrated marketing communi-cation, brand management and market communication. An analysis was made to compare the theory and the empirical data. The conclusions show that the new tech-nology should only be seen as an opportunity for integration, it is only a new chan-nel. Instead it is territory and generational differencies that make it hard to imple-ment IMC, although the concept will neverless be important for how we work with marketing in the future.

Place, publisher, year, edition, pages
2010.
Keyword [en]
Communnication, Market Communication, Brand management, Brand-ing, Public Relations, Postmodern Society
National Category
Media and Communications Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-5809OAI: oai:DiVA.org:lnu-5809DiVA: diva2:322147
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-07-11 Created: 2010-06-03 Last updated: 2010-07-11Bibliographically approved

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Citation style
  • apa
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