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| Tekijä: | Kliatchko, J. |
| Otsikko: | Towards a new definition of Integrated Marketing Communications (IMC) |
| Lehti: | International Journal of Advertising
2005 : VOL. 24:1, p. 7-34 |
| Asiasana: | Advertising Marketing Research Theories |
| Kieli: | eng |
| Tiivistelmä: | The concept of Integrated Marketing Communications (IMC) continues to gain widespread attention and interest among academics and practitioners around the world. This article reviews and analyzes some IMC definitions by examining their merits as well as inadequacies. A new definition of the concept is then proposed, suggesting three distinctive attributes of IMC as a contribution to the theory building on IMC. |
SCIMA