Author: Mariya A. Malykhina, Lidiya E. Ukolova
Communicology. 2017. Vol.5. No.5
Maria Alexeevna. Malykhina, Cand. Sci. (Soc.), assistant-professor of the Public Relations and Mass Communications Chair, Department of Foreign Languages of the Moscow Aviation Institute (National Research University), e-mail: maryl-u@yandex.ru;
Lidia Evgenievna Ukolova, Dr. Sci. (Phil.), professor, Head of the Public Relations and Mass Communications Chair, Department of Foreign Languages of the Moscow Aviation Institute (National Research University). Moscow, Russia. E-mail: bos7979@yandex.ru
Abstract. The article describes the sociological take on the fundamentals of the integrated marketing theory and practice evolution as a part of sociology of management and sociology of communication. The first driver is “the focus on customer” approach. Secondly, all marketing functions are treated as marketing communications, requiring centralized management. Third, the evolution of IMC theory involves expanding the list of items/ marketing functions considered as communications calling for an integrated approach. Fourthly, the outlook on target audiences of marketing communications is expanding. If initially at the center of theoretical models were consumers, then the range of target audiences expanded significantly (customers, employees, partners, suppliers, competitors, shareholders, government, opinion leaders, journalists, general public and society). Therefore, from a sociological point of view, the IMC theory in the course of its development, is avoiding the focus exclusively on the business interests (“marketing myopia”), turning the company to face the general public needs. As a fifth base of theoretical and practical formation of the IMC, the author proposes to consider the idea of marketing integration.
Integration process is one of the trends that influence not only marketing, but the vector of society development as a whole. It is the social trend of today’s world, presupposing the broad sociological view to be understood. It pushes marketing to integrate in the society on the basis of the public interest.
Three main stages of marketing communications theory development can be distinguished on the basis of the research: (1) Integrated Marketing Communications (marketing communications are considered mainly as a promotion mix, the consumers are the main target audience, the degree of integration is relatively low); (2) Integrated Marketing (all 4P or 7P of marketing mix are considered as communications; target audiences are expanding: consumers, potential customers, employees, competitors, partners, suppliers, competitors, the media, public authorities; the high degree of integration: marketing integrates with other business functions);
(3) Holistic Marketing (the list of items is expanding due to the social marketing and relationship marketing, the target audience includes the society as a whole; the degree of integration is as high as possible and involves the company’s integration into the society).
Marketing communications are presented as reception and transmission of messages at the interpersonal and mass level and are considered as socially conditioned by market relations between social subjects. The author attributes marketing communications to communicative systems that implement a special type of social communication, characterized by special features of the purpose (i.e. information about the brand, which is transmitted most often to the general public and refers primarily to mass communication, with the exception of personal communications), various transmission channels and various types of systems: natural, artificial and mixed.
Keywords: sociology of communication, integrated marketing communications, integrated marketing, social marketing, integration
Text: PDF
For citation: Malykhina M.A., Ukolova L.E. Sociological Aspects of the Marketing Communications Theory. Communicology. Vol. 5. No. 5. P. 74-85 DOI 10.21453 / 2311-3065-2017-5-5-74-85
References
Akhmedov N.A., Shirochenskaya I.P. (2003). Marketing sotsialno znachimoy problemyi kak novoe napravlenie v povyishenii loyalnosti po otnosheniyu k kompanii i eyo torgovyim markam [Cause Related Marketing as a new trend in increasing loyalty to the company and its trademarks]. In: Journal of Marketing in Russia and Abroad. No. 1. P. 3-9. (In Russ.).
Anokhin P.K. (1978). Izbrannyie trudyi. Filosofskie aspektyi teorii funktsionalnoy sistemyi [Selected proceedings. Philosophical aspects of the theory of functional systems]. Moscow: Nauka. (In Russ.).
Baykov S. (2005). Problemyi lichnosti na grani PR i marketingovyih kommunikatsiy [Problems of personality on the cusp of PR and marketing communications]. In: Sovetnik. № 2. P. 22-26. (In Russ.).
Birkigt K., Stadler M., Funck H. (2002). Corporate Identity: Grundlagen, Funktionen, Fallbeispiele. Munchen: Redline Wirdschaft bei Verl. Moderne Industrie.
Bitner M. J. (1992). Servicecapes: The Impact of Physical Surrounding on Customer and Employees. In: Journal of Marketing. Vol. 56. No. 2. P. 57-71.
Bodrunov S. D. (2016). Reindustializatsiya: sotsialno-ekonomicheskie parametryi reintegratsii proizvodstva, nauki i obrazovaniya [Re-industrialization: socio-economic parameters of reintegration of manufacture, science and education]. In: Sociological Studies. No. 2. P. 20-28. (In Russ.).
Cornelissen J.P., Lock A.R. (2000). Theoretical concept or management fashion? Examining the significance of IMC. In: Journal of Advertising Research. No. 40 (5). P. 7-15.
Duncan Thomas R., Moriarty Sandra. (1997). Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships. New York: McGraw-Hill.
Duncan Tom. (2004). Principles of Advertising and IMC. New York: McGraw-Hill.
Dyer Gillian. (1988). Advertising as Communication. London, New York: Routledge.
Grönroos Ch. (2014). Model kachestva uslug i ee primenenie v marketinge [Service Quality Model and its use in marketing]. In: Services Marketing. No. 01 (37). P. 2-10. (In Russ.).
Kirillina N.V. (2012). Social'nyj potencial marketingovyh kommunikacij v informacionnoj srede sovremennogo goroda: k opredeleniju sociologicheskogo ponjatija [Social means of marketing communications in the information environment of a modern city: to the definition of a sociological concept]. In: Obshhestvo i jekonomika [Society and Economics]. М.: Nauka. No. 1. P. 135-147.
Kliatchko J. (2005). Towards a New Definition of Integrated Marketing Communications (IMC). In: International Journal of Advertising. No. 24 (1). P. 7-34.
Konetskaya V.P. (1997). Sotsiologiya kommunikatsiy. Moscow: Mezhdunarodnyy universitet biznesa i upravleniya [Sociology of communications]. P. 8. (In Russ.).
Kotler Ph. (2003). Marketing Management. New Jersey: Prentice-Hall, Inc.
Kotler Ph., Armstrong G. (2013). Osnovyi marketinga [Principles of marketing]. M., SPb., K.: Publishing House Vil’yams. (In Russ.).
Kotler Ph., Keller K. (2014). Marketing menedzhment [Marketing Management]. 14th Edition. SPb.: Piter. (In Russ.).
Kozlova O.A. (2011). Teoriya i metodologiya formirovaniya ryinka organicheskoy prodovolstvennoy produktsii na osnove holisticheskogo marketinga: avtoref. diss. d-ra ekon. nauk [Theory and methodology of formation of the organic food products market on the basis of a holistic marketing. Extended abstract of Doctoral Thesis (Economy)]. Omsk. (In Russ.).
Krylov I.V. (1998). Marketing. Sotsiologiya marketingovyih kommunikatsiy [Marketing. Sociology of marketing communications]. M.: Publishing House Tsentr. (In Russ.).
Schultz D.E. (2004). A clean brand slate. In: Marketing Management. No. 13 (5). P. 10-11. Schultz D.E., Tannenbaum S.I., Lauterborn R.F. (1993). Integrated Marketing Communications.
Chicago: NTC Business Books.
Sharkov F.I. (2010). Kommunikologiya: osnovyi teorii kommunikatsii [Communicology: basics of communication theory]. M.: Dashkov i K. (In Russ.).
Sharkov F.I. (2016). Razvitie virtualnyih setevyih soobschestv v internete [The development of virtual network communities on the Internet]. In: Communicology. No. 5. Vol. 3. P. 29-46. (In Russ.).
Smith P., Berry Ch., Pulford A. (2001). Kommunikatsii strategicheskogo marketinga [Strategic marketing communications]. M.: Unity-Dana. (In Russ.).
Sudas L.G., Yurasova M.V. (2004). Marketingovyie issledovaniya v sotsialnoy sfere [Marketing research in the social sphere]. M.: Infra-M. (In Russ.).
Whalen P.T., Harris T.L. (2006). A Marketers Guide to Public Relations in the 21st Century. Toronto: Texere.
Communicology. 2017. Vol.5. No.5
Maria Alexeevna. Malykhina, Cand. Sci. (Soc.), assistant-professor of the Public Relations and Mass Communications Chair, Department of Foreign Languages of the Moscow Aviation Institute (National Research University), e-mail: maryl-u@yandex.ru;
Lidia Evgenievna Ukolova, Dr. Sci. (Phil.), professor, Head of the Public Relations and Mass Communications Chair, Department of Foreign Languages of the Moscow Aviation Institute (National Research University). Moscow, Russia. E-mail: bos7979@yandex.ru
Abstract. The article describes the sociological take on the fundamentals of the integrated marketing theory and practice evolution as a part of sociology of management and sociology of communication. The first driver is “the focus on customer” approach. Secondly, all marketing functions are treated as marketing communications, requiring centralized management. Third, the evolution of IMC theory involves expanding the list of items/ marketing functions considered as communications calling for an integrated approach. Fourthly, the outlook on target audiences of marketing communications is expanding. If initially at the center of theoretical models were consumers, then the range of target audiences expanded significantly (customers, employees, partners, suppliers, competitors, shareholders, government, opinion leaders, journalists, general public and society). Therefore, from a sociological point of view, the IMC theory in the course of its development, is avoiding the focus exclusively on the business interests (“marketing myopia”), turning the company to face the general public needs. As a fifth base of theoretical and practical formation of the IMC, the author proposes to consider the idea of marketing integration.
Integration process is one of the trends that influence not only marketing, but the vector of society development as a whole. It is the social trend of today’s world, presupposing the broad sociological view to be understood. It pushes marketing to integrate in the society on the basis of the public interest.
Three main stages of marketing communications theory development can be distinguished on the basis of the research: (1) Integrated Marketing Communications (marketing communications are considered mainly as a promotion mix, the consumers are the main target audience, the degree of integration is relatively low); (2) Integrated Marketing (all 4P or 7P of marketing mix are considered as communications; target audiences are expanding: consumers, potential customers, employees, competitors, partners, suppliers, competitors, the media, public authorities; the high degree of integration: marketing integrates with other business functions);
(3) Holistic Marketing (the list of items is expanding due to the social marketing and relationship marketing, the target audience includes the society as a whole; the degree of integration is as high as possible and involves the company’s integration into the society).
Marketing communications are presented as reception and transmission of messages at the interpersonal and mass level and are considered as socially conditioned by market relations between social subjects. The author attributes marketing communications to communicative systems that implement a special type of social communication, characterized by special features of the purpose (i.e. information about the brand, which is transmitted most often to the general public and refers primarily to mass communication, with the exception of personal communications), various transmission channels and various types of systems: natural, artificial and mixed.
Keywords: sociology of communication, integrated marketing communications, integrated marketing, social marketing, integration
Text: PDF
For citation: Malykhina M.A., Ukolova L.E. Sociological Aspects of the Marketing Communications Theory. Communicology. Vol. 5. No. 5. P. 74-85 DOI 10.21453 / 2311-3065-2017-5-5-74-85
References
Akhmedov N.A., Shirochenskaya I.P. (2003). Marketing sotsialno znachimoy problemyi kak novoe napravlenie v povyishenii loyalnosti po otnosheniyu k kompanii i eyo torgovyim markam [Cause Related Marketing as a new trend in increasing loyalty to the company and its trademarks]. In: Journal of Marketing in Russia and Abroad. No. 1. P. 3-9. (In Russ.).
Anokhin P.K. (1978). Izbrannyie trudyi. Filosofskie aspektyi teorii funktsionalnoy sistemyi [Selected proceedings. Philosophical aspects of the theory of functional systems]. Moscow: Nauka. (In Russ.).
Baykov S. (2005). Problemyi lichnosti na grani PR i marketingovyih kommunikatsiy [Problems of personality on the cusp of PR and marketing communications]. In: Sovetnik. № 2. P. 22-26. (In Russ.).
Birkigt K., Stadler M., Funck H. (2002). Corporate Identity: Grundlagen, Funktionen, Fallbeispiele. Munchen: Redline Wirdschaft bei Verl. Moderne Industrie.
Bitner M. J. (1992). Servicecapes: The Impact of Physical Surrounding on Customer and Employees. In: Journal of Marketing. Vol. 56. No. 2. P. 57-71.
Bodrunov S. D. (2016). Reindustializatsiya: sotsialno-ekonomicheskie parametryi reintegratsii proizvodstva, nauki i obrazovaniya [Re-industrialization: socio-economic parameters of reintegration of manufacture, science and education]. In: Sociological Studies. No. 2. P. 20-28. (In Russ.).
Cornelissen J.P., Lock A.R. (2000). Theoretical concept or management fashion? Examining the significance of IMC. In: Journal of Advertising Research. No. 40 (5). P. 7-15.
Duncan Thomas R., Moriarty Sandra. (1997). Driving Brand Value: Using Integrated Marketing to Manage Profitable Shareholder Relationships. New York: McGraw-Hill.
Duncan Tom. (2004). Principles of Advertising and IMC. New York: McGraw-Hill.
Dyer Gillian. (1988). Advertising as Communication. London, New York: Routledge.
Grönroos Ch. (2014). Model kachestva uslug i ee primenenie v marketinge [Service Quality Model and its use in marketing]. In: Services Marketing. No. 01 (37). P. 2-10. (In Russ.).
Kirillina N.V. (2012). Social'nyj potencial marketingovyh kommunikacij v informacionnoj srede sovremennogo goroda: k opredeleniju sociologicheskogo ponjatija [Social means of marketing communications in the information environment of a modern city: to the definition of a sociological concept]. In: Obshhestvo i jekonomika [Society and Economics]. М.: Nauka. No. 1. P. 135-147.
Kliatchko J. (2005). Towards a New Definition of Integrated Marketing Communications (IMC). In: International Journal of Advertising. No. 24 (1). P. 7-34.
Konetskaya V.P. (1997). Sotsiologiya kommunikatsiy. Moscow: Mezhdunarodnyy universitet biznesa i upravleniya [Sociology of communications]. P. 8. (In Russ.).
Kotler Ph. (2003). Marketing Management. New Jersey: Prentice-Hall, Inc.
Kotler Ph., Armstrong G. (2013). Osnovyi marketinga [Principles of marketing]. M., SPb., K.: Publishing House Vil’yams. (In Russ.).
Kotler Ph., Keller K. (2014). Marketing menedzhment [Marketing Management]. 14th Edition. SPb.: Piter. (In Russ.).
Kozlova O.A. (2011). Teoriya i metodologiya formirovaniya ryinka organicheskoy prodovolstvennoy produktsii na osnove holisticheskogo marketinga: avtoref. diss. d-ra ekon. nauk [Theory and methodology of formation of the organic food products market on the basis of a holistic marketing. Extended abstract of Doctoral Thesis (Economy)]. Omsk. (In Russ.).
Krylov I.V. (1998). Marketing. Sotsiologiya marketingovyih kommunikatsiy [Marketing. Sociology of marketing communications]. M.: Publishing House Tsentr. (In Russ.).
Schultz D.E. (2004). A clean brand slate. In: Marketing Management. No. 13 (5). P. 10-11. Schultz D.E., Tannenbaum S.I., Lauterborn R.F. (1993). Integrated Marketing Communications.
Chicago: NTC Business Books.
Sharkov F.I. (2010). Kommunikologiya: osnovyi teorii kommunikatsii [Communicology: basics of communication theory]. M.: Dashkov i K. (In Russ.).
Sharkov F.I. (2016). Razvitie virtualnyih setevyih soobschestv v internete [The development of virtual network communities on the Internet]. In: Communicology. No. 5. Vol. 3. P. 29-46. (In Russ.).
Smith P., Berry Ch., Pulford A. (2001). Kommunikatsii strategicheskogo marketinga [Strategic marketing communications]. M.: Unity-Dana. (In Russ.).
Sudas L.G., Yurasova M.V. (2004). Marketingovyie issledovaniya v sotsialnoy sfere [Marketing research in the social sphere]. M.: Infra-M. (In Russ.).
Whalen P.T., Harris T.L. (2006). A Marketers Guide to Public Relations in the 21st Century. Toronto: Texere.
