An Exploratory Study into the Perceptions, Acceptance and Usage of Integrated Marketing Communications in the Not for Profit Sector

Dixon-Todd, Yvonne and Hall, Lynne (2016) An Exploratory Study into the Perceptions, Acceptance and Usage of Integrated Marketing Communications in the Not for Profit Sector. In: Academy of Marketing Conference 2016, 4-7 Jul 2016, University of Northumbria. (Unpublished)

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Abstract

This working paper outlines a research project into Integrated Marketing Communications (IMC) and its perceptions, acceptance and usage in the not for profit sector. There has been much discussion on IMC in terms of its definition, constructs, diffusion and theoretical foundation. Much of this research however focuses on for profit organisations, using quantitative research methodologies. There have been calls for studies in different contexts (Eagle, Kitchen and Bulmer 2007, Reid 2005). This study builds on earlier research by the authors and involves qualitative research in not for profit case study organisations.

The objectives for this research are:

1. To undertake case study analysis with not for profit organisations to explore adoption, and evidence of IMC in: management decision making; organisational processes; organisational approaches to communicating with key stakeholders
2. To draw initial conclusions on the perceptions, acceptance and usage of IMC in relation to the practice of not for profit organisations

Item Type: Conference or Workshop Item (Paper)
Subjects: Business and Management
Divisions: Faculty of Business, Law and Tourism
Depositing User: Yvonne Dixon-Todd
Date Deposited: 03 Jul 2017 08:53
Last Modified: 03 Jul 2017 08:53
URI: http://sure.sunderland.ac.uk/id/eprint/7295

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