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| Author: | Kitchen, P.J. (et al.) |
| Title: | Will agencies ever get (or understand) IMC? |
| Journal: | European Journal of Marketing
2004 : VOL. 38:11-12, p.1417-1436 |
| Index terms: | Advertising Communication Marketing management Public relations |
| Freeterms: | Integrated marketing communications |
| Language: | eng |
| Abstract: | The authors try to capture and evaluate perceptions of integrated marketing communications derived from advertising and public relations executives who are developing integrated approaches and campaigns. The findings indicate that while IMC is here to stay there is still a significant developmental process that many businesses have to undertake. |
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