Rethinking marketing communication: From integrated marketing communication to relationship communication

Abstract

Using as a starting-point the model of integrated marketing communication (IMC), which is based on the tenet that the company integrates the marketing message conveyed to the consumer, this paper switches the focus by highlighting the consumer's message integration. A review of the marketing communication literature on meaning creation uncovered four central factors influencing the process of meaning creation: historical; future; external; and internal factors. However, the literature seems to be lacking a broad model that includes all these factors as well as a specific study of the nature and impact of future factors. Combining insights from marketing communication with findings from research in relationship marketing, this paper presents a holistic model that is based on the consumer perspective and takes into account the impact of all four factors on message integration. By shedding light on the influence of the future time factor on message reception, the paper presents an emerging Relationship Communication Model (RCM). It offers researchers and marketers a useful tool for understanding and managing marketing communication more effectively.