Articlegreen2005

THE BRAND CAPABILITY VALUE OF INTEGRATED MARKETING COMMUNICATION (IMC)

81 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Intellectual Capital and Performance Analysis

Abstract

Practitioners perpetually question whether they are spending the right amount of money on the right marketing activities to optimize sales, profitability, brand equity, and shareholder value. This perennial problem is perhaps even more salient today, as organizations increasingly begin to recognize the value of intangible assets and question the extent to which marketing should be viewed as an investment (as opposed to an expense). This paper introduces the notion of brand capability within a tangible-intangible asset valuation framework. Specifically, a model is developed to assess the impact of integrated marketing communication on brand equity by leveraging capability-enhancing marketing expenses to economic values through the use of specific combinations of expense-leveraged value indices.

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References

1994Situated Learning: Legitimate Peripheral Participation.1997Dynamic capabilities and strategic management 1997The Tacit Dimension 1992The balanced scorecard : measures that drive performance 2014Reflective Practitioner 2006The Concept of Mind 1997The New Organizational Wealth: Managing and Measuring Knowledge-Based Assets 2002Knowing in Practice: Enacting a Collective Capability in Distributed Organizing

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2022Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach 2015Marketing capabilities and firm performance: literature review and future research agenda 2010Integrated marketing communications: How can we measure its effectiveness?2012Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach based on Hierarchy of Effects Concept 2013Sustainability information sources: employee knowledge, perceptions, and learning

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