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...