Marketing

The current issue and full text archive of this journal is available at www.emeraldinsight.com/0263-4503.htm MIP
27,4

The planning and implementation of integrated marketing communications 524

Barbara Caemmerer

Received November 2008
Revised March 2009
Accepted March 2009

Department of Marketing, University of Strathclyde, Glasgow, UK
Abstract
Purpose – The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real-life case study.
Design/methodology/approach – A mix of secondary and primary research is used: analysis of academic literature, market research data and organisational data, as well as interviews conducted with members of the Renault Marketing Team.
Findings – The planning and implementation of integrated marketing communications is complex and involves a wide range of different management tasks. These include: situation analysis and identification of marketing communications opportunities; choosing the right marketing communications agency; campaign development and implementation, including the selection of the marketing communications mix, creative execution and media planning; campaign evaluation; planning of follow-up campaigns; and managerial coordination between all tasks and parties involved to ensure integration of marketing communications initiatives throughout the campaign.
Originality/value – Applies marketing communications theories to a real-life example and illustrates comprehensively the management tasks involved in the planning and implementation of integrated marketing communications campaigns. Provides hyperlinks and references to organisations and bodies relevant to the marketing communications industry as well as academic literature.
Keywords Marketing communications, Marketing planning
Paper type Case study

Marketing Intelligence & Planning
Vol. 27 No. 4, 2009 pp. 524-538 q Emerald Group

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