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| Tekijä: | Kitchen, P.J. (et al.) |
| Otsikko: | The emergence of IMC: A theoretical perspective |
| Lehti: | Journal of Advertising Research
2004 : MAR, VOL. 44:1, p. 19-30 |
| Asiasana: | Relationship marketing Communication Theories |
| Kieli: | eng |
| Tiivistelmä: | Integrated Marketing Communications (IMC) has swept around the world becoming the accepted norm of businesses and apparently the agencies that service their needs. This paper critically considers IMC in terms of 1. development, 2. impact on marketing communications, 3. barriers to further progress, and 4. current location identification and likely development in the future. Evidently, IMC is here to stay. However, there are problems, like the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC, that is , bundling promotional mix elements together so they look and sound alike. But if IMC is to radically change the face of communications and marketing, it has to move beyond this stage. |
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