Perceptions of IMC after a decade of development: Who's at the wheel, and how can we measure success?

William N. Swain

The literature on integrated marketing communication (IMC) in the decade since its introduction offers evidence that debates over the definition, acceptance, leadership, and measurement of IMC remain unresolved.

Perceptions Of IMC After A Decade Of Development: Who's At The Wheel, And How Can We Measure Success?

William N. Swain University of Louisiana

IMC: A TOPIC OF CONFLICT

Spawned circa 1990 by marketing communica­tion academics and practitioners looking...

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