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The concept of integrated marketing has been recognized as a key factor in marketing literature. Integrated marketing has changed from being a customer-centric system to a customer-facing process and is the past, present, and future of marketing. This type of marketing helps build brand awareness and equity in order for people to know, trust and ultimately choose your brand over competitors. It ensures that a message is communicated via different platforms according to a specific strategy. Integrated marketing has now become more important than ever before and focusing on the customer and their requirements involve a more integrated view with a big emphasis on digital, traditional and the physical world all working together. If practiced properly, integrated marketing approach is a healthy balance that can yield unlimited results beneficial to the organization’s goals. This approach should be practiced not only for one department but also all departments at hotel companies should be included.With that in mind, hotels have begun applying this notion as part of their everyday outreach. Specifically, marketing methods and strategies will vary from hotel to hotel and some significant factors to analyze and research prior to drafting are: property size, management structure, type of ownership and type of hotel (luxury, business, hi-tech, economy, etc.), area demographics and psychographics, as well as the dynamics of the internal and external environment. The need for studying integrated marketing in the hotel context has been emphasized in this research which revealed that marketing strategies are crucial for hotel companies to raise their brand value and equity. In this respect, it is stressed that strategies can shape a positive hotel brand perception within the customer’s mind.

The purpose of this paper is to show the diversity within integrated communication and to demonstrate how its scope has been broadened to include virtually everything an organization says and does and everyone who is affected by the organization's existence and activities. In the most ambitious interpretations of the concept the integration endeavour extends from the external integration of visual design to the internal integration of the organization's culture and “soul”.

The paper is based on a critical and thematic reading of the integrated marketing communication (IMC) field. The review covers both theorists and practitioners and those who are in between: theoretical practitioners and practical theorists, since all parties contribute to the creation of the field and the phenomenon that are the object of analysis in this paper. The focus is on semantic and conceptual development in relation to the range and scope of integrated communication.

The ideal of integration in connection with marketing communication is not new. The analysis shows that the IMC field is marked by great diversity and disagreement. The ideal scope of integration has expanded. An attempt is made to “map” various approaches and perspectives within the IMC field, based on the distinctions between opponents versus advocates and theoretical versus non‐theoretical.

The paper makes the claim that in many interpretations of the concept integrated communication is focused on control. It does not seek to demonstrate how more dialogical perspectives might be developed within the framework of integrated communication.

The focus in this paper is on the semantic and conceptual development in relation to the range and scope of integrated communication. It usefully asks, how far does the organization's effort at integration extend, and how deeply is it supposed to enter the individual's life: what, in short, is the extent of integrated communication's intervention and influence and outreach.

Marketing organisations increasingly talk about the importance of integrating their communications, of aligning symbols, messages, procedures and behaviours across formal organisational boundaries. Often this implies tighter central control over communications and other organisational processes. This paper sets out to discuss potential negative consequences of such tight control in terms of organisational incapability to react to market changes in increasingly fluid environments due to a loss of sufficient corporate complexity and diversity.

In response, a flexible integration approach that draws attention to the handling of difference and variety within the context of an integrated communications project is articulated. The paper proposes a framework that balances centralisation and decentralisation through attention to dimensions of endogenous control, tight and loose couplings, networks, and common process rules.

The paper demonstrated that, in order to integrate its communications, an organisation needs to embrace diversity and variety and to balance the wisdom of its many voices with the effort to secure clarity and consistency in its overall expression.

The flexible integration approach advanced in this paper opens new avenues of research, practice and pedagogy, encouraging scholars, practitioners and teachers to explore the following dimensions of integrated communications: reception, variability, organisation, voice, couplings and transferability.

The paper contributes to the literature on integrated communications and corporate communications by addressing the organisational dimensions of integration and suggesting a new avenue of integrated communications research that is far more sensitive to the organisational context in which projects of integration exist and unfold.

The purpose of this paper is to scrutinize the marketing orientation and market-oriented cultural elements of integrated Islamic schools. These integrated schools teach modern science curriculum alongside comprehensive religious instruction in an Islamic environment.

This is an inductive, exploratory research from an interpretivist study. Narrative inquiry was undertaken to understand the perceptions, attitudes and actions of school senior management and teachers. Content analysis of the school websites and social media pages was carried out. In total, 7 schools and 16 respondents became part of the purposive sample.

The presence of several integrated Islamic schools, experienced Islamic education leadership and Islamic education consultants are evidence of a growing sector. The schools are technologically enabled, strongly customer-oriented and adept at inter-functional coordination. The need-gap found in this sector is in competitor orientation, curriculum development and recruitment of specific criteria-based staff.

With the mushrooming of integrated Islamic schools in Pakistan, the level of competition has also risen. The schools have made a considerable investment and strives to maintain and increase the enrollment rate of the institute. This research can enlighten integrated Islamic educators about effective education marketing practices and the prevalence of marketing orientation in such schools.

In Pakistan, private primary schools strive to differentiate themselves and competitively position their value proposition. The marketization of education has begun to affect perceptions of school staff, teachers, students and academic work itself. Yet, there is scarce exploratory research on marketing done by integrated Islamic primary schools. This study will contribute foundational work for the development of a holistic marketing model tailored to the requirements of integrated Islamic schools.

Based on the idea of part standardisation and product differentiation in lean management, this paper answers the question when integrate firms should choose market foreclosure to maximise profits by studying a two-tier supply chain, which contains three types of firms: suppliers, manufacturers and integrated firms. Moreover, the effect of the substitutability between final products and the competition among firms in the supply chain would be investigated from the perspective of dynamic analysis.

Considering the decision order of integrated firms and manufacturers in the downstream of the supply chain, the authors build three competition models. In each model, integrated firms compete with manufacturers in Bertrand–Nash fashion. And, suppliers compete with each other in Cournot fashion, so do integrated firms and manufacturers. The authors further discuss how the competitive relationship between firms affect the equilibrium result.

Numerical analysis reveals that under other conditions unchanged, the increased competition between downstream firms leads to the rise in the willingness of selling parts for integrated firms, while the increase in the number of suppliers has the opposite effect. In addition, due to the market change before and after the vertical merger, it may lead to the transition from profitable to unprofitable for the vertical merger.

This paper provides a theoretical analysis and managerial implication for integrated firms' market foreclosure decision. From the perspective of dynamic analysis, this paper demonstrates the result of vertical mergers and provides an explanation for the failure of vertical mergers.

The purpose of this paper is to investigate the particularities of integrated marketing communication (IMC) in the online environment.

Both secondary and primary data (face‐to‐face interviews with 29 marketing or communication managers of UK online consumer retail firms) are analysed in order to identify the various meanings of the integrated online marketing communication, the opportunities and challenges raised by online communication, and the structure of an efficient integrated online marketing communication system.

The transparency, interactivity and memory of the internet force the organisation to adopt a proactive‐reactive attitude in online communication, and to combine consistency and continuity with flexibility and customisation.

The number of interviews used to collect primary data is relatively small; the use of the information collected is general and unstructured; and the findings are applicable only to online customer product retailers.

The messages sent by the company to its online audiences have to be transformed/adapted in a three‐stage process.

The paper identifies the specific opportunities and challenges raised by the internet for integrated marketing communication, and proposes an original model for the adaptation of online messages to core corporate values, communication strategy and tactics, and targeted audience/communication channels.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

The purpose of this paper is to gain insight into firms' innovation competencies and to develop an instrument to examine the key innovation competencies that contribute to integrated services.

Data were collected via the initial 80‐item questionnaire given to innovation‐related key figures within the Taiwanese communications industry (sample size 500; valid response rate 75.4 percent). The initial 80 items of innovation competencies and development procedures of measurement instrument were explored, exploited, and analyzed. The instrument validity of the multi‐aspect innovation competencies measure was evaluated through assessing convergent, discriminant, and predictive validity.

Research results indicate that five‐dimension and 17‐item constructs the measurement instrument of innovation competencies for integrated services. An examination of individual dimensions' effect on “overall innovation competencies” shows that industry specific (0.45) is the most important dimension, followed by market related (0.23), technology related (0.14), product related (0.13), and organization related (0.13).

This study is conducted in only one industry (communications) and one country (Taiwan).

Integration capabilities of different innovation competencies of a firm is vital for the successful development of integrated services, and out of all the innovation competencies, industry‐specific innovation competencies are the most important. A firm should then identify potential markets and trends and fully utilize their human resource capabilities to develop innovative services, along with senior executives' awareness and acceptance of risk.

This paper may be the first to identify the measurement instrument of innovation competencies for integrated services and will expand the scope of service innovation research.

Building on stimulus organism response theory, this study aims to examine the influence of Integrated store service quality (ISSQ) on omnichannel shoppers’ attachment to the integrated store with the mediating role of omnichannel customer engagement (CE) dimensions (absorptive attention, enthusiastic participation and social connection). This research demonstrates the effect of customers’ attachment to the integrated store on the willingness to pay more for omnichannel services and products of the retailer, their cross-buying behaviors in future purchases and loyal webrooming intentions. The moderating role of perceived relationship investment and alternative retailer attractiveness (ARA) in a few proposed relationships was also tested.

The research is descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used for selecting the study respondents. The data was collected from n = 589 Indian omnichannel shoppers who have experience shopping in the brick and mortar store of channel-integrated stores using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that omnichannel CE dimensions (absorptive attention, enthusiastic participation and social connection) positively mediate the relationship between ISSQ and customer attachment to the store. Customer attachment to the store significantly impacts their willingness to pay more, cross-buying behaviors and loyal webrooming intentions. The moderating effect of the customer-perceived relationship investment and ARA revealed that it significantly impacted the relationship between ISSQ and willingness to pay more, cross-buying behaviors and loyal webrooming intentions. This research also demonstrated the direct impact of ISSQ on willingness to pay more, cross-buying behaviors, loyal webrooming intentions and the indirect impact through different CE dimensions and attachment with the store.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the impact of CE and their attachment to stores driven by the in-store service quality of integrated stores on the various postpurchase consumer behaviors. To the best of the authors’ knowledge, this study is the first to show that ISSQ might affect their willingness to pay more, cross-buying behaviors and loyal webrooming intentions through different CE dimensions and their attachment to the store. The moderating effect of customer-perceived ARA and their perception of retailers’ investment in a relationship on proposed hypotheses was also tested.