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- W2166189969 abstract "ABSTRACT The premise of integrated marketing communication is that all communication messages should be integrated and centrally coordinated for maximum effectiveness. Yet, due to organizational challenges, integration may be easier said than done. The purpose of this study is to examine how communication practitioners working in dispersed departments at a large, decentralized public university–the University of Utah–construct their communication campaigns upon which the university's identity is built. Results indicate that practitioner's decision of how to promote the university's identity is prompted by their respective department, not how students or other publics would see it. Due to the multiple positioning statements promoted in their campaigns, the university appears to be grappling with a multifaceted identity. Implications for non-profit and public organizations are discussed." @default.
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- W2166189969 date "2003-03-13" @default.
- W2166189969 modified "2023-09-24" @default.
- W2166189969 title "The Challenge of Promoting a Cohesive Institutional Identity: An Investigation of the Impact of External Audiences, Task Specialization, and the Overall Organization" @default.
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- W2166189969 doi "https://doi.org/10.1300/j054v11n02_02" @default.
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