Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications

This study presents a four-dimensional conceptualization of integrated marketing communications (IMC) and empirically develops its measurement instrument.

Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications

Dong Hwan LeeManhattan CollegeChan Wook ParkKyung Hee University


Since the early 1990s, integrated marketing communication (IMC) has become the accepted practice in the marketing communications field (Kitchen, Brignell, Li, and Jones, 2004). An increasing number of advertising executives consider IMC as a key competitive advantage associated with marketing (Kitchen and Schultz, 2001). Despite such a wide acceptance, many important issues remain in the IMC area that need to be resolved. Among them, the two most fundamental yet crucial issues involve the conceptualization and...

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