IMC As Theory And As A Poststructural Set
Stephen J. Gould Zicklin School of Business
The status of Integrated Marketing Communications (IMC) has been addressed numerous times, including in an issue of the Journal of Advertising Research in which a relatively skeptical viewpoint by Gornelissen and Lock (2000) was advanced and relatively supportive comments by Schultz and Kitchen (2000) and Gould (2000) addressing their points were offered. In the present issue, the status question continues to haunt us as evidenced in the survey work of Swain on varying views of IMC...