haku: @author Cornelissen, J. P. / yhteensä: 5
viite: 5 / 5
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| Tekijä: | Cornelissen, J. P. Lock, A. R. |
| Otsikko: | Theoretical concept or management fashion? Examining the significance of IMC |
| Lehti: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 7-15 |
| Asiasana: | MANAGEMENT MARKETING COMMUNICATION THEORIES |
| Kieli: | eng |
| Tiivistelmä: | One of the most enduring questions that advertisers and marketers have been faced with is whether Integrated Marketing Communications (IMC) can be seen as a management fashion. An extensive review of IMC writings suggests that IMC is indeed a management fashion, apparent in its lack of definition and transient influence upon theory and practice. Particularly throughout the last decade IMC appeared to have found increasing acceptance as a theoretical concept, idea, technique, or simple rhetoric with advertising agency executives, marketing, and advertising practitioners, as well as with writers in the popular and academic marketing and management press. |
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