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| Author: | Gould, S. J. |
| Title: | The state of IMC research and applications |
| Journal: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 22-23 |
| Index terms: | MARKETING COMMUNICATION THEORIES |
| Language: | eng |
| Abstract: | When Cornelissen and Lock offer their criticism of IMC, they follow in a longstanding tradition of such criticism. While the author support their call for more research on IMC, he far less approving of their dismissive attitude toward its role as a strategic tool. IMC, as a major strategic concept, is not that much different from other marketing and management tools, that in spite of their flows and evolutionary transformations, nonetheless drive managerial behavior and provide frameworks for educating future managers. In stating what the author see as the role of IMC in influencing a whole generation of marketing communications managers, the author leave it to reader to try and imagine what the field would be like without it. |
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