Change search
ReferencesLink to record
Permanent link

Direct link
Integrated Marketing Communications: Management of Messages to External Stakeholders
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In today's fragmented media landscape it has become increasingly important for companies to differentiate their message from all the other competitors’ messages. Another challenge for companies is to find ways to strategically communicate their corporate values, both internally and externally, so that the values are perceived unitary by companies and their stakeholders. Furthermore, it can be said that countless media options are competing for people's attention; thus it is imperative for companies´ to find optimal channels to their target audience and keep a “red thread” throughout the diversity of channels to obtain a coherent brand perception. Hence, the purpose of this study is to gain a deeper understanding of how companies can integrate their marketing communication and how they manage the communication towards the external markets (according to the concept of IMC). Furthermore, a qualitative case study with the communication bureau Yours in Luleå was conducted to reach the purpose.The findings from this thesis show that in order for companies to be successful in their external IMC, they have to identify long-term customers which in turn will ensure wealth contribution to the companies. In summary, IMC can serve as a base to help companies make the correct strategic choices and managing business processes to a high standard, which will lead to success.

Place, publisher, year, edition, pages
2013. , 73 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik, Integrated Marketing Communications
URN: urn:nbn:se:ltu:diva-50375Local ID: 7a5836e7-8466-4cb4-86bc-da365bfca321OAI: diva2:1023734
External cooperation
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20131010 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(1247 kB)0 downloads
File information
File name FULLTEXT02.pdfFile size 1247 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Öhman, FredrikSikblad, Stina

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link