Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet

• URL: http://arxiv.org/abs/2404.04740v1
• Date: Sat, 6 Apr 2024 21:56:25 GMT
• Title: Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet
• Authors: Stewart Pearson, Edward Malthouse,
• Abstract summary: The central shift is moving from primarily focusing on one stakeholder to multiple ones. It identifies examples from industry that exemplify multi-stakeholder decision-making. Research directions are organized around marketing strategy, communication media and messages, and measurement systems.
• Score: 0.0
• License: http://arxiv.org/licenses/nonexclusive-distrib/1.0/
• Abstract: This editorial outlines an expanded scope for the next (fifth) generation of integrated marketing communication. It identifies key market forces that gave rise to this evolution and describes a trajectory of where Integrated Marketing Communication (IMC) has been and where it is going. The central shift is moving from primarily focusing on one stakeholder to multiple ones, including people (employees and society), the planet (environment), and profits. It identifies examples from industry that exemplify multi-stakeholder decision-making and uses the examples to suggest research questions that academics and practitioners should address. Examples and research directions are organized around marketing strategy, communication media and messages, and measurement systems.

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