Advanced Search
MyIDEAS: Login to save this book chapter or follow this series

Impact of Integrated Marketing Communications Programs in Enhancing Manager and Employee Performance

In: Proceedings of the Conference on Human and Economic Resources

Contents:

Author Info

  • Figen Ebren

    (Akdeniz University)

Registered author(s):

    Abstract

    The global marketplace consists of an increasingly complex arena of competitors within a rapidly changing international environment. New companies are formed on a daily basis, from small businesses to Internet-based operations, to expanding global conglomerates originating from major takeovers and mergers. In the face of these sophisticated and cluttered market conditions, firms try to be heard. They attempt to speak with clear voices about the natures of their operations and the benefits associated with the firm’s goods and services. With so many choices available, and so many media bombarding potential customers with messages, it is vital that what should be communicated is reaching buyers in a clear and consistent manner. External customers are influenced by the internal promise deliverers: the employees, channel partners, customer service personnel, packing and delivery people. Marketing can help by working with human resources departments to identify the key elements in employee motivation, including the effect of incentives and the development of training and improvement programs. This paper explores the impact of integrated marketing communications (IMC) programs in enhancing manager and employee performance and so productivity. From a managerial context, response to this apparently cluttered and amorphous marketing environment has led many organizations to desirable integration of their communications efforts under the umbrella of one strategic marketing communications function - namely integrated marketing communications. The logic of this strategic move would seem to rest partly on assumptions concerning the desire for organizational influence of consumer perceptions. Manager performance and development is possibly an overlooked part of an IMC program. Effective marketing departments and advertising agencies must develop pipelines of new, talented creatives, media buyers, promotions managers, database Web masters, and others in order to succeed in the long term. Also, new people must be trained and prepared for promotions for more important roles over time. Employee performance attitudes reflect morale within the marketing department and also relations with other departments and groups. An effective IMC plan consists of building bridges with other internal departments so that everyone is aware of the thrust and theme of the program. Satisfied and positive employees are more likely to help the firm promote its image.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://eco.ieu.edu.tr/wp-content/proceedings/2006/0602.pdf
    Download Restriction: no

    Bibliographic Info

    as in new window

    This chapter was published in:

  • Oguz Esen & Ayla Ogus (ed.), 2006. "Proceedings of the International Conference on Human and Economic Resources," Proceedings of the IUE-SUNY Cortland Conference in Economics, Izmir University of Economics, number 2006.
    This item is provided by Izmir University of Economics in its series Papers of the Annual IUE-SUNY Cortland Conference in Economics with number 200602.

    Handle: RePEc:izm:prcdng:200602

    Contact details of provider:
    Postal: Sakarya Caddesi, No:156 35330 Balçova - İzmir
    Fax: (90) 232 279 2626
    Web page: http://eco.ieu.edu.tr
    More information through EDIRC

    Related research

    Keywords: Integrated Marketing Communications Programs; Manager and Employee Performance;

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:izm:prcdng:200602. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ayla Ogus Binatli).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.