Integrated Marketing Communications and the Language of Marketing Development
Joep P. CornelissenUniversity of Amsterdam
- 'More important, in communication systems the whole is generally greater than the sum of the parts. It is this increasing recognition of a holistic, systemic process of communication in which there are all types of synergies that will inevitably drive the acceptance and use of integrated marketing and communication programs.'
- (Schultz, 1996, p. 143)
Throughout the past decade, 'Integrated Marketing Communications' (IMC)...