IMC as theory and as a postructural set of practices and discourses: a continuously evolving paradigm shift

As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does.

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 ...

Not a subscriber?

Schedule your live demo with our team today