Integrated marketing communication (IMC) is an instrument whereby organisations can create and nu... more Integrated marketing communication (IMC) is an instrument whereby organisations can create and nurture stakeholder relationships. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing employees and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and that to ensure message consistency the manager handles all external communication activities. The study concluded that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the employees were...
Integrated marketing communication (IMC) is an instrument whereby organisations can create and nu... more Integrated marketing communication (IMC) is an instrument whereby organisations can create and nurture stakeholder relationships. The aim of this study was to analyse the use of IMC by the View Boutique Hotel in Johannesburg, South Africa. To analyse the IMC at the hotel, in-depth interviews were conducted with both marketing employees and guests. In the aspect of planned messages, the outcome of the study revealed that the hotel uses marketing communication tools on a limited scale and that to ensure message consistency the manager handles all external communication activities. The study concluded that ensuring message consistency should be the responsibility of everyone employed in the hotel. With regard to the product messages, the study showed that guests were negatively disposed towards the food, beverages, entertainment and recreation offered by the hotel. However, the service messages of the study indicated that the hotel’s service quality was good and that the employees were...
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Papers by Chinelo Mebuge