Towards a new definition of Integrated Marketing Communications (IMC)

Jerry Kliatchko

Since the inception and formal conceptualisation of Integrated Marketing Communications (IMC) in the late 1980s, the concept continues to gain widespread attention and interest among academics and practitioners around the world.

Towards A New Definition Of Integrated Marketing Communications (IMC)

Jerry Kliatchko University of Asia and the Pacific

Background

More than a decade after its inception as a concept of marketing communications, Integrated Marketing Communications (IMC)...

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