Integrated Marketing Communications (IMC): The Interdisciplinary Concept

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Author(s): Iman Mohamed Zahra (Sultan Qaboos University, Oman)
Copyright: 2018
Pages: 22
Source title: Promoting Interdisciplinarity in Knowledge Generation and Problem Solving
Source Author(s)/Editor(s): Mohammed Nasser Al-Suqri (Sultan Qaboos University, Oman), Abdullah Khamis Al-Kindi (Sultan Qaboos University, Oman), Salim Said AlKindi (Sultan Qaboos University, Oman)and Naifa Eid Saleem (Sultan Qaboos University, Oman)
DOI: 10.4018/978-1-5225-3878-3.ch008

Keywords: Information Science Reference / Library & Information Science / Research Methods

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Abstract

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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