haku: @indexterm INTEGRATION / yhteensä: 210
viite: 62 / 210
| Tekijä: | Kliatchko, J. |
| Otsikko: | Revisiting the IMC construct A revised definition and four pillars |
| Lehti: | International Journal of Research in Marketing
2008 : VOL. 27:1 p. 133-160 |
| Asiasana: | integration marketing communication |
| Vapaa asiasana: | integrated marketing communication |
| Kieli: | eng |
| Tiivistelmä: | This study re-investigates a definition of integrated marketing communications(IMC) published previously in this journal, and suggests a revision to that original definition. The paper reviews topics of research studies conducted on IMC since its beginning to the present, and establishes that the theoretical foundations and definitional issues of IMC continue to be an significant area of research for most academics. This paper introduces the four pillars of IMC as a result of the proposed revised definition and examines each pillar in detail. The authors conclude by illustrating the relationship between the pillars and levels of IMC. |
SCIMA