This document proposes a relationship communication model as an alternative to traditional integrated marketing communication. It defines relationship communication as the sum of all actions that converts messages into a mutually beneficial shared knowledge base between parties. The relationship communication model considers how communication is impacted by both the situational context and time frame, mapping these as internal/external and historical/future dimensions. The model is presented as a tool that can be used for communication analysis and management by considering how messages create meaning based on multiple simultaneous factors over time.

1. Rethinking marketing
communication : From integrated
marketing communication to
relationship communication
Presented By:-
Gagan Doshi

2. Introduction
• Integrated marketing communication
• Relationship Marketing
• Meaning creation
• Relationship communication Model

3. Previous Research

4. Meaning Transfer Model

5. Contribution of Relationship
Marketing
• Time and Situational aspect
• Edvardsson and Strandvik’s model
• Meaning based model of Mick and Buhl

6. Relationship Communication
• It is defined as the sum of all actions that converts the
message and meaning in a mutually beneficial way and
affects the knowledge base between parties
Key features of relationship communication:
• Two parties take part in the process.
• It has a long time prospective.
• It is a sum of actions.
• It should lead to a shared knowledge base.

7. Dimensions of Relationship
Communication
Situational
Internal External

8. Time
Historical Future

9. Relationship communication
model with time and situational
dimensions

10. Situationalcontext
Time frame

11. Using the RCM as a tool in
research and communication
management

12. • Tool for the analysis of meaning creation from communication
messages.
• Relationship Communication
Create
meaning
Based on
Message in
Ad integrated with
several factors
simultaneously

13. • The Relationship Communication Model is also a tool for
operative management.
Future
Factors

14. Discussion

15. Relationship communication
model

16. • Meaning Creation Continuum
• Implementation of the Relationship Communication Model

17. Conclusion
• RC cannot be planned and created without making the
consumers’ perceptions an integral element of the planning
and implementation process.
• The model sheds light on the emerging concept of relationship
communication, it takes into account information on
consumer-relevant time and situation factors in
communication planning.
• Relationship seems to occur despite a negative perception of
the ad.

18. From integrated marketing
communication to relationship
communication

19. • An inside out approach to marketing communication
• The definition

20. Thank You