The DOI matches its Crossref record; 148 of the 148 references it cites were found in a registry or an index.
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Abstract
With the challenges presented by new media, shifting media patterns, and divided consumer attention, the optimal integration of marketing communications takes on increasing importance. Drawing on a review of relevant academic research and guided by managerial priorities, the authors offer insights and advice as to how traditional and new media such as search, display, mobile, TV, and social media interact to affect consumer decision making. With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a “top-down” communications optimization model. The authors conclude by suggesting important future research priorities.
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Cites
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Cited by
Digital marketing: a framework, review, and research agenda
Kannan, P. K., & Li, H. “. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.006 · Cited by 1,707
Customer experience challenges: Bringing together digital, physical and social realms
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018) · Journal of Service Management · doi:10.1108/josm-04-2018-0113 · Cited by 849
Uniting the Tribes: Using Text for Marketing Insight
Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020) · Journal of Marketing · doi:10.1177/0022242919873106 · Cited by 742
Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00829-4 · Cited by 580
Kietzmann, J., Paschen, J., & Treen, E. (2018) · Journal of Advertising Research · doi:10.2501/jar-2018-035 · Cited by 535
Metadata
- Authors
- Batra, R., & Keller, K. L.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2016-11
- Volume
- 80
- Issue
- 6
- Pages
- 122-145
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2464835077
- Cited by
- 632
- References
- 148
- FWCI
- 89.05
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
