Integrated Marketing Communications (IMC): The Interdisciplinary Concept

Integrated Marketing Communications (IMC): The Interdisciplinary Concept

Iman Mohamed Zahra (Sultan Qaboos University, Oman)
DOI: 10.4018/978-1-5225-3878-3.ch008


Since introducing the concept integrated marketing communications (IMC) in the communication field, researchers and practitioners admitted to the interdisciplinary nature of the nascent concept. The current chapter tries to further explore the interdisciplinary concept of IMC, through subjecting IMC into in-depth analysis of its origin disciplines (Communication, Marketing and Branding). Furthermore, the paper resides to synthesize IMC empirical research in a meta-analytic framework to assert on the interdisciplinary field research trends emerging from utilizing the concept as a dependent or independent variable in different research disciplines. Finally, a case study tackling the status of Egyptian tourism after the recent political turmoil post the uprisings was assessed had the designated authorities turned to executing Integrated Marketing Communications instead of relying on temporary unfeasible solutions. A conceptual framework was proposed as a permanent solution of this matter. Employing a theoretical method and a Meta analytical method of 135 research papers, findings proved IMC to be an interdisciplinary concept. IMC research trends could be traced to three development phases with the third phase being crucially related to interdisciplinary frameworks. Thus, IMC is proved to be a viable framework to study topics related to branding, education, services and tourism.
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Research Problem

From an interdisciplinary perspective, this paper aims at fulfilling a tri-facet objective, primarily, exploring the disciplines comprising the concept Integrated marketing communications namely marketing, communications and branding via theoretical research. A meta-analysis of an available sample of empirical research will follow to prove the validity of the concept, which can be adapted to be utilized in multiple study disciplines. Finally, the paper sets out on the same track to present a conceptual model based on executing the full capabilities of IMC to rebrand Egyptian tourism following the turmoil caused by the instability that took place post the two uprisings that erupted in the country in the years 2011 and 2013 respectively.

Research Objectives

The current research aims at achieving three major objectives:

  • 1.

    Exploring the disciplines comprising the interdisciplinary concept Integrated Marketing Communications (IMC).

  • 2.

    Specifying the empirical research originating from multiple disciplines and utilizing IMC as an easy adaptable concept.

  • 3.

    Constructing a conceptual framework using the strategic integrated marketing communications approach and utilizing message synergy between the key marcom (marketing communications) as a comprehensive solution for Egyptian tourism crisis.

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