How Integrated Marketing Communications (IMC) works? A theoretical review and an analysis of its main drivers and effects

Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and (2) to develop a whole theoretical model of its antecedents and consequences. To achieve this goal, this study analyzes the conceptual framework around IMC and its dimensions and it presents an extensive literature review. Moreover, a new definition is presented and the main dimensions of the concept are highlighted. A systematic literature review is carried out to identify IMC antecedents and consequences and the research hypotheses are formulated. Following the obtained results, a conceptual resumen: A partir de la mitad de los anos noventa, el concepto de Comunicacion Integrada de Marketing (CIM) comenzo a ocupar un lugar destacado y ha atraido una atencion considerable por parte de la literatura. El objetivo de este trabajo es doble: (1) la delimitacion conceptual de la CIM y la identificacion de sus principales dimensiones, (2) el desarrollo de un modelo teorico global de antecedentes y efectos. Para la consecucion de estos objetivos, el trabajo analiza, en primer lugar, el marco conceptual para aclarar el concepto. En segundo lugar, se propone una nueva definicion de CIM y se destacan sus dimensiones mas relevantes. En tercer lugar, se lleva a cabo una revision de la literatura que permitio identificar una serie de antecedentes y consecuentes, formular una serie de hipotesis de investigacion, para terminar LUCiA PORCU, SALVADOR DEL BARRIO-GARCiA AND PHILIP J. KITCHEN V ol . X X V • N o 1 C y S • 2 01 2 314 model has been developed and the most relevant findings are discussed. Finally, the main academic and managerial implications are described. This model will help academics and marketers to better understand the role that this new marketing paradigm plays within modern management, in identifying the key variables that promote or hinder IMC and the benefits derived from its implementation.

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