IMC evolution. Examining the evidence

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.

Imc Evolution

Examining the Evidence

Lynne EagleDepartment of Commerce, Massey University, New Zealand

Philip KitchenThe Business School, University of Hull, United Kingdom


This paper represents the third phase of studying IMC in New Zealand advertising...

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