A Response to "Theoretical Concept or Management Fashion?

Philip J Kitchen and Don E Schultz

This paper, by two well known writers on IMC (Integrated Marketing Communications), is a response to Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000), which contends that IMC is a management fashion rather than a developing academic theory.

A Response to 'Theoretical Concept or Management Fashion'

Don E. Schultz Northwestern UniversityPhilip J. Kitchen Queen's University

While Cornelissen and Lock apparently have come late to the IMC discussion and provide no previous research or writings in the area of Integrated Marketing Communications (IMC), they have developed some excellent points that deserve distribution and further discussion, both in the academic and professional communities. We'd like to make four key points in response to their hypothesis that IMC is a management fashion rather than a developing academic theory.

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