A Marketing Management View of Integrated Marketing Communications
Tom Griffin and David N. McArthur
The body of literature on IMC is thin and what is available mostly deals with superficial case histories and anecdotes
Duncan and Everett 1993
Those of us who are interested in but not directly involved with managing integrated marketing communications (IMC) programs have been exposed to a considerable amount of information disseminated through the trade press and journal articles on the subject in recent years (Lucaire, 1989; Totorici, 1991; Stanton, 1991; Hume, 1992, 1993; Harris, 1993;...