The evolution of marketing communication: from selling to integration
from selling to integration
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- Submited: October 22, 2022
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Published: October 24, 2022
Abstract
Marketing communication is not a new phenomenon. Communication has been part of
the marketing process for as long as people have exchanged goods. However, the advent
of technology and research, among other reasons, has made the marketing communication
process increasingly sophisticated in recent decades and has given rise to integrated
marketing communication (IMC) and the integrated communication phenomenon.
To understand this new approach to marketing communication, one has to go back to
the roots thereof and scrutinise the path of development. “Innovation begins with
abandonment. It’s not what you start; it’s what you stop that counts”, says Drucker (as
quoted in Schultz, Tannenbaum & Lauterborn, 1994:1). This statement underlines the
importance of knowledge about the development of marketing communication in order
to understand the importance and effective application of this new approach called
integrated communication. In this study historical research was conducted to seek out the implications of, and/or
relationships between, approaches in marketing communication from the past and their
connections with the present. The paper explores the different phases that occurred in
the development of marketing communication from a mass communications focus in
the 1960s to the integrated communications imperative of the present. It became
apparent that integrated communication, which envelops integrated marketing
communication, is crucial to an organisation’s overall success.
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