Understanding the diffusion of integrated marketing communications
Dongsub Han, Ilchul Kim and Don E. Schultz
Once again a ‘paradigm shift’ is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed.
Understanding The Diffusion Of Integrated Marketing Communications
Ilchul Kim
Dongeui UniversityDongsub Han
Hanyang UniversityDon E. Shultz
Northwestern University
IMC as a field of study is only a decade old, and in spite of the contradictions, in our ...