Perceptions Of IMC After A Decade Of Development: Who's At The Wheel, And How Can We Measure Success?
William N. Swain University of Louisiana
IMC: A TOPIC OF CONFLICT
Spawned circa 1990 by marketing communication academics and practitioners looking for a new paradigm or theory to keep pace with societal developments and media technology in the 21st century, Integrated Marketing Communication (IMC) remains controversial. Advances in scholarship and reported applications of IMC in the last decade leave room for differences of opinion...