Theoretical Concept or Management Fashion? Examining the Significance of IMC

This article looks at the status of IMC (Integrated Marketing Communications) as a theory within the academic study and discipline of marketing communications, and its relationships with, and influence upon its practice.

Theoretical Concept or Management Fashion?

Examining the Significance of IMC

Joep P. ConrnelissenandAndrew R. Lock

Fewtopics have received more attention in the marketing literature of recent years than that of Integrated Marketing Communications (IMC). As researchers, students, and practitioners in the field of marketing communications, it is hard not to have been confronted yet influenced by the riches of writings on IMC. It seems particularly difficult here not to be in any way appealed to by these writings, when reflecting upon the 'potentialities' associated with IMC or the simple...

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