Toward a Viable Integrated Marketing Communications in Egypt

Hisham Ibrahim (), Alfredo Moscardini () and Aiman Ragab ()
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Hisham Ibrahim: Arab Academy for Science, Technology and Maritime Transport (AAST)
Aiman Ragab: Arab Academy for Science, Technology and Maritime Transport (AAST)

No 903026, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: The concept of Integrated Marketing Communications (IMC) has received significant coverage in literature. However, there is a problem in translating this concept into reality due to the difficulties of coordinating all communication tools in one program. The advances in communication technology threatens advertising agencies working in the Egyptian market, as the future of communications tends to be specialized and the need for coordination between communication agencies became essential. Thus there is a need for a new organisational structure for agencies that reflects these changes, This paper proposes the viable system model (VSM) developed by Stafford Beer as such a structure. The VSM will help organisations discover and solve their problems to remain viable and successful in the future, It also provides a framework for better coordination between communication agencies to maintain successful IMC campaigns.

Keywords: Integrated Marketing Communications; Viable System Model; Egyptian Communication Market. (search for similar items in EconPapers)
Pages: 25 pages
Date: 2014-12
New Economics Papers: this item is included in nep-ara and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
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Published in Proceedings of the Proceedings of the 14th International Academic Conference, Malta, Dec 2014, pages 174-198

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:0903026

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