alexa Integrated marketing communications in the Australian and New Zealand wine industry
Business & Management

Business & Management

Journal of Hotel & Business Management

Author(s): Mike Reid, Trent Johnson, Mike Ratcliffe, James Wilson

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Integrated marketing communications and the management of brands is a vital area for research in many industries. The global wine industry is facing significant changes including: retail concentration; proliferation of brands and labels; fragmenting consumer markets; and over-production. Improving the planning, implementation and integration of marketing communications activities is essential for the survival of brands and companies operating under these conditions. This research reports on findings into marketing communications integration in the context of the Australian and New Zealand wine industries. The research employs Duncan and Moriarty's (1997) abbreviated Integrated Marketing Audit to examine key communications issues and demonstrates that a higher level of integration is associated with better brand-related performance.

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This article was published in International Journal of Advertising and referenced in Journal of Hotel & Business Management

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