1. Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework
- Author
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Ludovica Cesareo, Maria Vernuccio, Alberto Pastore, Philip J. Kitchen, Università degli Studi di Roma 'La Sapienza' = Sapienza University [Rome], Lehigh University [Bethlehem], ICN Business School, Centre Européen de Recherche en Economie Financière et Gestion des Entreprises (CEREFIGE), and Université de Lorraine (UL) more...
- Subjects
Knowledge management ,Computer science ,integrated marketing communication ,050801 communication & media studies ,[SHS]Humanities and Social Sciences ,digital revolution ,online and offline integration ,managerial and organizational issues ,exploratory factor analysis ,non-hierarchical cluster analysis ,0508 media and communications ,0502 economics and business ,Marketing ,business.industry ,Communication ,05 social sciences ,Advertising ,Exploratory factor analysis ,ComputingMilieux_GENERAL ,Conceptual framework ,Online offline ,050211 marketing ,business ,Digital Revolution ,Integrated marketing communications - Abstract
International audience; The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks theoretical and empirical analyses of managerial and organizational issues regarding online and offline integration within integrated marketing communication (IMC). This study aims to provide an initial contribution to this field from a business perspective. First, we provide a definition and empirical analysis of the key managerial and organizational issues and approaches adopted by senior managers to tackle the challenge of online and offline integration. Second, we propose a conceptual framework that offers a holistic view of implementation modalities of offline and online integration, as well as the achievable outcomes and barriers to such implementation. more...
- Published
- 2021
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