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The effective integration of multiple communication techniques, including social media
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613538807185408 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/22837 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:37:44.900Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/22837 The effective integration of multiple communication techniques, including social media Goldman, Michael ichelp@gibs.co.za Stow, Heath Jon UCTD Integrated marketing communications Integration Effectiveness Decision making Social media Dissertation (MBA)--University of Pretoria, 2012. The effective integration of multiple communication techniques is becoming increasingly complex, with the ongoing development of new media. The development of Web 2.0 and the growth of social media provides marketers with additional, possibly even alternative, marketing communication channels. This research explores the integration of social media, specifically Facebook, and the marketing decision making considerations from the context of the integrated marketing communications (IMC) construct.The study surveyed three consumer facing businesses to understand how marketers make decisions, determine if social media leads to more effective marketing and to understand if and how effectiveness is measured. A qualitative multiple case study method was selected which included interviews, direct observation and document reviews.The findings provide insights into marketing decisions relative to the integration of social media. This is complimented by a view of how effectiveness of social media can be measured in the marketing communications sphere. The issue of ROI remains a challenge and only one case successfully deploys this metric. In conclusion, the increasing complex business and marketing environment does not have a simple solution; therefore the Complex Marketing Communications Deployment (CMCD) model is proposed as a framework for reviewing the entire marketing communication system and to integrate new media. Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T13:49:03Z 2013-04-29 2013-09-06T13:49:03Z 2013-04-25 2012 2013-02-24 Dissertation Stow, HJ 2012, The effective integration of multiple communication techniques, including social media, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/22837 > F13/4/271/zw http://hdl.handle.net/2263/22837 http://upetd.up.ac.za/thesis/available/etd-02242013-135245/ © 2012 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD Integrated marketing communications Integration Effectiveness Decision making Social media The effective integration of multiple communication techniques, including social media |
| title | The effective integration of multiple communication techniques, including social media |
| title_full | The effective integration of multiple communication techniques, including social media |
| title_fullStr | The effective integration of multiple communication techniques, including social media |
| title_full_unstemmed | The effective integration of multiple communication techniques, including social media |
| title_short | The effective integration of multiple communication techniques, including social media |
| title_sort | effective integration of multiple communication techniques including social media |
| topic | UCTD Integrated marketing communications Integration Effectiveness Decision making Social media |
| url | http://hdl.handle.net/2263/22837 http://upetd.up.ac.za/thesis/available/etd-02242013-135245/ |