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| Author: | Hutton, J. |
| Title: | Integrated marketing communications and the evolution of marketing thought |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 155-162 |
| Index terms: | RESEARCH MARKETING COMMUNICATIONS INDUSTRY |
| Language: | eng |
| Abstract: | Integrated marketing communications (IMC) is, to a large extent, a false issue, given that few scholars or practitioners would argue for nonintegrated marketing communications. The value of IMC lies in: (1) its potential to serve as a catalyst in shaking the advertising industry from a decades-old case of marketing myopia, and (2) its potential to highlight the important underlying issue - the appropriate relationship between public relations and marketing. |
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