ABSTRACT
This chapter discusses the integrated marketing communication's (IMC) touch points which offers one way to operationalize Vargo and Lusch's (V&L) 'service is everything' concept. It explains the relationship and interdependence of these two perspectives, and showing how service value can be enhanced. The communication perspective operationalizes the V&L's service-dominant logic. This is because IMC is customer focused and provides the opportunity for value creation within an emotionally involving experience. The principles and strategies of experiential marketing suggest that people are searching for experiences and are more affected by the experience dimension of a brand than by simply acquiring and using the basic product. The traditional marketing communication has driven by a model of one-way targeted mass communication. In contrast, IMC is driven by a combination of one- and two-way communication models. The essence and source of corporate brand equity is the net sum total of stakeholder relationships that are the result of individualized bundles of integrated perceptions.
