Kitchen, Philip J.; Schultz, Don E.; Kim, Ilchul; Han, … - In: European Journal of Marketing 38 (2004) 11/12, pp. 1417-1436
The concept of integrated marketing communication (IMC) has now become an apparently integral part of the marketing and corporate communication strategies of many companies. Here, we seek to capture and evaluate perceptions of IMC derived from advertising and public relations executives who are...