Theoretical Concept or Management Fashion? Examining the Significance of IMC - One of the most enduring questions that advertisers and marketers have been faced with is whether Integrated Marketing Communications (IMC) can be seen as a management fashion. An extensive review of IMC writings suggests that IMC is indeed a management fashion, apparent in its lack of definition and transient influence ...
Year of publication: |
2000
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Authors: | Cornelissen, Joep P. ; Lock, Andrew R. |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 40.2000, 5, p. 7-16
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