Strategic communication in the medical device sector: an integrated marketing communication approach to a product launch case study
Riccitelli, Leonardo (A.A. 2024/2025) Strategic communication in the medical device sector: an integrated marketing communication approach to a product launch case study. Tesi di Laurea in Integrated marketing communication, Luiss Guido Carli, relatore Stella Romagnoli, pp. 98. [Master's Degree Thesis]
Full text for this thesis not available from the repository.
Abstract/Index
Integrated marketing communication: concepts, evolution and frameworks. The evolution of Integrated marketing communication (IMC). Theoretical and conceptual foundations of IMC. Models and frameworks for integrated communication. Linking IMC to brand communication. Communication in B2B and healthcare contexts. Understanding B2B communication dynamics. The role of IMC in B2B communication. Communication in the healthcare sector. Strategic implications for integrated marketing communication. Tools and strategies of integrated marketing communication. The media integration paradigm: POE, POES and PESO. Message design and content strategy in IMC. From communication to brand meaning. Integrating theory and practice. Case study and empirical results: IMC system in a B2B healthcare product launch. Case context and IMC analytical framework. Launch communication strategy: PESO architecture and message system. Methodology: survey design and measures. Findings: surgeons’ perceptions and channel effectiveness. Discussion and implications: IMC effectiveness in high-involvement B2B healthcare. Discussion of results through the IMC framework. Managerial implications for future product launches.
References
Bibliografia: pp. 94-97.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Marketing Digital (LM-77) |
| Chair: | Integrated marketing communication |
| Thesis Supervisor: | Romagnoli, Stella |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2024/2025 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 16 Sep 2026 15:03 |
| Last Modified: | 16 Sep 2026 15:03 |
| URI: | https://tesi.luiss.it/id/eprint/46835 |
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