Open AccessIntegrated marketing communications. The Coca-Cola Spain IMC model
Author(s) -
Francisco Suay
Publication year - 2020
Publication title -
revista de estudios empresariales
Language(s) - English
Resource type - Journals
eISSN - 1988-9046
pISSN - 0213-8964
DOI - 10.17561/ree.v2020n2.2
Subject(s) - coca cola , marketing , perspective (graphical) , business , integrated marketing communications , cola (plant) , marketing strategy , marketing management , process management , knowledge management , computer science , advertising , relationship marketing , botany , artificial intelligence , biology
In the development of the Integrated Marketing Communications (IMC), in these more than 30 years of evolution, multiple studies have been developed to understand the concept, its dimensions as well as the implication for consumers and companies.
In this article we review the concept of the IMC taking a theoretical perspective and delve into each of its components. To complete the theoretical review, we analyze the dimensions that make up the IMC.
One of the aspects that has received poor attention by the literature has been the involvement of consumers and how companies have adapted their marketing structures to this new concept.
In this paper we look into the structure of the Coca-Cola company in Spain and how it has modified its working patterns to adapt to an IMC model, where the marketing manager himself is in charge of the IMC management. The marketing department has changed the structure, the methodology and the way of integrating internally and with the marketing providers to adapt to a strategy totally based on the IMC principles.