Abstract
This paper evaluates the effectiveness of market segmentation,
evoked set and enhance reputation established through Integrated
Marketing Communications (IMC) an essential component
Marketing Engineering (ME) that has been determining Air New
Zealand’s growth. The paper explores the implementation and
effect of the IMC towards Air New Zealand. Thus, three research
questions demanded opinions, ideas and suggestions around the
subject area. The qualitative data approach employed allowed
researchers to interview 45 participants using convenience and
quota sampling techniques. The results findings indicate that
IMC has been essential and shall continue to be a necessary tool
for Air New Zealand growth. Air New Zealand does not have to
invest significantly on IMC as their current marketing
communication activities are sufficient to sustain its growth and
reputation. However, IMC has not been the primary reason for
travellers to choose Air New Zealand services. IMC has the full
potential to act as a practical engineering management tool in
determining future Air New Zealand’s growth.
evoked set and enhance reputation established through Integrated
Marketing Communications (IMC) an essential component
Marketing Engineering (ME) that has been determining Air New
Zealand’s growth. The paper explores the implementation and
effect of the IMC towards Air New Zealand. Thus, three research
questions demanded opinions, ideas and suggestions around the
subject area. The qualitative data approach employed allowed
researchers to interview 45 participants using convenience and
quota sampling techniques. The results findings indicate that
IMC has been essential and shall continue to be a necessary tool
for Air New Zealand growth. Air New Zealand does not have to
invest significantly on IMC as their current marketing
communication activities are sufficient to sustain its growth and
reputation. However, IMC has not been the primary reason for
travellers to choose Air New Zealand services. IMC has the full
potential to act as a practical engineering management tool in
determining future Air New Zealand’s growth.
| Original language | English |
|---|---|
| Pages (from-to) | 227-235 |
| Journal | International Journal of Innovative Science, Engineering & Technology |
| Volume | 6 |
| Issue number | 5 |
| Publication status | Published - 2019 |
| Externally published | Yes |