Tiga Dekade Perkembangan Integrated Marketing Communications (IMC): Sebuah Literatur Review

Helpris Estaswara

Abstract


Abstrak
Sejak kelahirannya, tiga dekade yang lalu hingga hari ini, IMC (Integrated Marketing
Communications) telah menjadi perhatian para akademisi dan praktisi di seluruh dunia. Sebagai
kajian yang relatif baru, penting untuk meninjau perkembangan IMC yang ditelusuri dari berbagai
tulisan yang diterbitkan di jurnal-jurnal internasional terindeks sebagai bentuk manifestasi
perkembangannya. Guna melihat perkembangan IMC selama tiga dekade ini dapat didasarkan
pada tiga aspek, yaitu theoretical building, topik penelitian dan pengimplementasian IMC.
Tujuannya untuk: (1) Melihat sejauhmana perkembangan IMC jika dilihat dari ketiga aspek
tersebut dengan membandingkan deskripsi perkembangan sebelum tahun 2005? (2) Aspek apa
yang berkembang paling signifikan sehingga beda dengan gambaran perkembangan IMC sebelum
tahun 2008? Tahun 2005 dan 2008 dijadikan patokan karena pada saat itu riset perkembangan
IMC secara teoretis (2005) dan topik-topik penelitian serta implementasinya (2008) telah
dipublikasikan. Dengan menggunakan kajian literatur, penelitian ini menyimpulkan bahwa IMC
terus berkembang secara teoretis, namun demikian tidak meninggalkan gagasan dasar yang telah
dibangun pada tahun 2005. Hingga kini, teorisasi IMC semakin memertajam bangunan
kontruksnya dan lebih bersifat multi-disipliner.
Kata Kunci: Perkembangan IMC, Teorisasi IMC, Topik penelitian, Implementasi IMC

 

Abstract

 

Since its inception, three decades ago until today, IMC (Integrated Marketing Communications)
has become attention of academics and practitioners around the world. As a relatively new
concept, it is important to review the development of IMC which is traced from various papers
published in international journals indexed as a manifestation of its development. To identify the
development of IMC over the past three decades, it can be based on three aspects, namely
theoretical building, research topics, and IMC implementation. Aim of this article is to: (1)
Describe IMC development that is viewed from three aspects by comparing before 2005? (2)
What aspect is developed most significantly so that it is different from the description of IMC
development before 2008? Year 2005 and 2008 were used as benchmarks because at that time
research on development of IMC theoretical (2005), research topics, and its implementation
(2008) had been published. Using literature review, this research concludes that the IMC
continues to develop theoretically, but did not abandon the basic ideas that had been built in 2005.
Hitherto, theorization of IMC has sharpened in its construct and become more multi-disciplinary
in nature.
Keywords: IMC development, IMC theorization, research topics, IMC implementation,


Keywords


Perkembangan IMC, Teorisasi IMC, Topik penelitian, Implementasi IMC

Full Text:

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