IMC evolution. Examining the evidence

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.

Imc Evolution

Examining the Evidence

Lynne EagleDepartment of Commerce, Massey University, New Zealand

Philip KitchenThe Business School, University of Hull, United Kingdom

INTRODUCTION

This paper represents the third phase of studying IMC in New Zealand advertising agencies. The first phase was undertaken in 1997, and focused on measuring the strength of commitment to IMC by advertising agencies (Eagle et al 1999). The second phase was conducted in mid-1998 and focused on an analysis of the extent to which agencies are requested by clients to develop and implement IMC programmes. The resultant paper also identified and evaluated barriers and...

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