A Marketing Management View of Integrated Marketing Communications

The purpose of this study is to better understand the perceptions of client managers toward IMC and to learn more about the extent of use of communication alternatives and the organization, coordination, and sourcing of these activities across different types of business.

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;...

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