haku: @author Schultz, D. E. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Schultz, D. E. Kitchen, P. J. |
| Otsikko: | A response to "Theoretical concept or management fashion?" |
| Lehti: | Journal of Advertising Research
2000 : SEP-OCT, VOL. 40:5, p. 17-21 |
| Asiasana: | MARKETING MANAGEMENT THEORIES |
| Kieli: | eng |
| Tiivistelmä: | The authors of this response to the article on IMC by Cornelissen and Lock agree with the concept but disagree with the latest hypotheses regarding any theory base for IMC. Cornelissen and Lock make the case that IMC is a management fashion rather than a theoretical concept. The authors of this rebuttal challenge that approach by providing evidence (a) that IMC is in a pre-paradigm stage of development and thus is not bound by an accepted definition; (b) that Cornelissen and Lock's use of various citations is selected and incomplete; (c) of the ongoing concern of IMC measurability; and (d) of their apparent interest in maintaining the status quo in marketing communication. |
SCIMA