Integrated Marketing Communications Case Study by cee-cee

Integrated Marketing Communications
The paper discusses integrated marketing communications strategy at Nike and how this relates to other businesses.
# 110986 | 2,780 words | 24 sources | APA | 2008 | US

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The author of the paper contends that the rapid maturation and growth of integrated marketing communications (IMC) strategies is serving as the catalyst of greater integration across advertising, public relations, marketing, selling and service communications strategies. In the paper, the author evaluates the benefits and barriers of IMC campaigns within Nike and specifically the NikeID campaign. In addition, the writer discusses the issues of mass customization as they relate to the value chain Nike must rely on for the successful fulfillment of orders for tailored and customized shoes and accessories for customers. The author also looks at how IMC has become an integral part of the strategic plans of many organizations from a demand development and fulfillment perspective.
The paper contains two tables.

Executive Summary
Assessing the Benefits of IMC Strategies
Barriers to IMC Strategies

Sample of Sources Used:

  • Saravudh Anantachart 2004. Integrated Marketing Communications and Market Planning: Their Implications to Brand Equity Building. Journal of Promotion Management 11, no. 1 (January 1): 101-125. (Accessed February 24, 2008).
  • Armstrong, G., & Kotler, P., 2005. Marketing: An Introduction (7th ed.). New Jersey: Pearson Prentice Hall.
  • Thijs Lennart Jaap Broekhuizen, Karel Jan Alsem. 2002. Success Factors for Mass Customization: A Conceptual Model. Journal of Market - Focused Management 5, no. 4 (December 1): 309-330 (Accessed February 23, 2008).
  • Belch, G. A., & Belch, M. A.., 2004. Advertising and Promotion; An Integrated Marketing Communications Perspective (6th ed.). New York: McGraw- Hill/Irwin.
  • Berry, M. (1998). The New Integrated Direct Marketing. Hampshire: Gower Publishing Limited.

Cite this Case Study:

APA Format

Integrated Marketing Communications (2009, January 04) Retrieved July 03, 2022, from

MLA Format

"Integrated Marketing Communications" 04 January 2009. Web. 03 July. 2022. <>