Rethinking marketing communication: From integrated marketing communication to relationship communication

@article{Finne2009RethinkingMC,
  title={Rethinking marketing communication: From integrated marketing communication to relationship communication},
  author={{\AA}ke Finne and Christian Gr{\"o}nroos},
  journal={Journal of Marketing Communications},
  year={2009},
  volume={15},
  pages={179 - 195}
}
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… 
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