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

Abstract Share this page

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.

  • To read the full article Visit
  • Subscription
This article was published in International Journal of Advertising and referenced in Journal of Hotel & Business Management

Relevant Expert PPTs

Relevant Speaker PPTs

Relevant Topics

Peer Reviewed Journals
Make the best use of Scientific Research and information from our 700 + peer reviewed, Open Access Journals
International Conferences 2017-18
Meet Inspiring Speakers and Experts at our 3000+ Global Annual Meetings

Contact Us

© 2008-2017 OMICS International - Open Access Publisher. Best viewed in Mozilla Firefox | Google Chrome | Above IE 7.0 version