The emergence of IMC: a theoretical perspective

Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs.

The Emergence Of IMC: A Theoretical Perspective

Philip J. Kitchen University of HullJoanne Brignell, Tao Li and Graham Spickett Jones Hull University Business School  

Sometimes, in a specific disciplinary area, it is useful to pause and take stock of our current location and the processes that have led to this location. Many years ago, Daniel Webster said:

'... When the mariner has been tossed for many days in thick weather, and on an unknown sea, he naturally...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands