Revisiting the IMC construct: a revised definition and four pillars

This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition.

Revisiting the IMC construct: a revised definition and four pillars

Jerry Kliatchko University of Asia and the Pacific

INTRODUCTION

The breadth and depth of academic research in the field of integrated marketing communications (IMC) has come a long way since...

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