| Author: | Stewart, D. |
| Title: | Market-back approach to the design of integrated communications programs: a change in paradigm and a focus on determinants of success |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 147-154 |
| Index terms: | RESEARCH SUCCESS COMMUNICATIONS INDUSTRY |
| Language: | eng |
| Abstract: | Although widely used in practice, integrated marketing communications (IMC) remains poorly defined and has met with mixed success. The present article reviews various definitions of IMC and suggests that each of these definitions is consistent with a more general paradigmatic view of integrated communications. Four misleading assumptions implicit in the development of IMC programs that may reduce the effectiveness of such programs are identified. Use of a "market back" process for the design of coordinated marketing programs as a means for increasing the probability of the success of IMC programs is suggested. |
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