Integrated marketing communications in retailing

Kalyan Raman*, Prasad A. Naik

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

6 Scopus citations


A computer scientist, Mark Weiser, envisioned over a decade ago that future environments would be saturated with computing and communication capability, but yet gracefully integrated with human users (Weiser 1991). His vision manifests itself in smart environments, where useful technologies disappear and "weave themselves into the fabric of everyday life until they are indistinguishable from it." Retailing environments are poised to become such smart environments with modern technologies such as RFID (Radio Frequency Identification), wireless sensors, the ubiquitous Internet, and mobile computing. Communication is the central part of this smart retailing environment that proactively anticipates the consumer's needs and makes recommendations to assist consumers' decision-making process. The key challenge for retailers is to build strong brands by orchestrating in-store communications (e.g., Personal Shopping Assistant) with the usual out-of-store branding communications (e.g., print advertisement). To achieve this orchestration, retailers will find the concept of Integrated Marketing Communications (IMC) relevant for designing profitable marketing strategies.

Original languageEnglish (US)
Title of host publicationRetailing in the 21st Century
Subtitle of host publicationCurrent and Future Trends
PublisherSpringer Berlin Heidelberg
Number of pages15
ISBN (Print)3540283994, 9783540283997
StatePublished - Dec 1 2006

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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