Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?

Autores/as

  • Philip Kitchen ICN-Artem Business School (Nancy)
  • Marwa E. Tourky University of Exeter Business School (UK), Tanta University Faculty of Commerce (Egypt)

DOI:

https://doi.org/10.17561/ree.v2020n2.1

Palabras clave:

Integrated Marketing Communications (IMC), Past Present Future, Critical Overview, Contextualisation

Resumen

Las comunicaciones integradas de comercialización (CIM) son una parte fundamental del éxito empresarial del siglo XXI, pero se enfrentan a retos excepcionales, algunos de los cuales son anteriores a la devastación causada por la pandemia COVID-19. Las diversas etapas de la CIM ofrecen un gran potencial para mejorar las técnicas de comercialización, aprovechar el poder del análisis de datos y construir el éxito de la marca. Sin embargo, aunque la mayoría de las empresas afirman estar desplegando el IMC, muchas están ofreciendo poco más que marketing masivo orientado hacia las ventas, habiendo fracasado en su intento de ir más allá del nivel más básico de su funcionamiento (fase 1). En un contexto de economías en contracción y presupuestos de comercialización recortados, incluso la minoría de empresas que ha pasado a la fase 2 (intercambios de marketing personalizados), la fase 3 (aplicación de la tecnología de la información), la fase 4 (planificación de la comunicación basada en la información), o incluso la supuesta fase 5 (markting totalmente integrado) corren ahora el riesgo de volver a la etapa 1. Por lo tanto, es de importancia crucial desarrollar una comprensión avanzada de la CIM y su potencial. Asimismo, es muy significativa la necesidad de abordar la tendencia mundial a centrarse en la atracción de clientes, descuidando la experiencia post-compra. Un enfoque a doble vía para aprovechar con éxito todas las etapas de la CIM, al tiempo que se presta plena atención a la retención de clientes, maximizará las posibilidades de construir el éxito de la marca en el actual contexto lleno de desafíos.

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Biografía del autor/a

Philip Kitchen, ICN-Artem Business School (Nancy)

Philip J. Kitchen is Professor of Marketing at triple-accredited ICN-Artem Business School, Nancy, France, where he served formerly as Affiliate Professor. He is a member of CEREFIGE  - Centre Européen de Recherche en Economie Financière et en Gestion des Entreprises based at 25 rue Baron Louis - 54000 NANCY. There he teaches and carries out research in marketing communications, corporate communications, branding, globalisation, and marketing theory.  Editor – Journal of Marketing Communications. He holds Emeritus Chairs at Brock University, Canada and Salford University, UK. In addition to 21 books in various facets of marketing and communication, he has published widely in leading scientific journals since 1984.

Marwa E. Tourky, University of Exeter Business School (UK), Tanta University Faculty of Commerce (Egypt)

Marwa Tourky, PhD, is Senior lecturer of Marketing at Exeter University Business School, UK and Vice-Chair of South West Federation of Museums and Art Galleries, UK. Her research is focused in areas such as corporate brand, identity and reputation, communications and CSR. Her research has appeared in leading scientific journals such as Journal of Business Research, European Journal of Marketing, Corporate Reputation Review,  Qualitative Market Research, Journal of Marketing Communications, Management and Organization Review, and Journal of Business and Industrial Marketing.

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Publicado

2020-12-22

Cómo citar

Kitchen, P., & Tourky, M. E. (2020). Communications at a crossroads: what place for integrated marketing communications in a post-Covid-19 landscape?. Revista De Estudios Empresariales. Segunda Época, (2), 7–17. https://doi.org/10.17561/ree.v2020n2.1

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