Integrated marketing communications and the language of marketing development

Integrated Marketing Communications (IMC) is the most recent in a long line of marketing innovations widely endorsed by marketing and advertising academics and practitioners along the whole spectrum of industry and commerce in Britain and the USA.

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...