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

Stephen J. Gould

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 relatively skeptical viewpoint by Gornelissen and Lock (2000) was advanced and relatively supportive comments by Schultz and Kitchen (2000) and Gould (2000) addressing their points were offered. In the present issue, the status question continues to haunt us as evi­denced in the survey work of Swain on varying views of IMC...

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