haku: @author Cornelissen, J. P. / yhteensä: 5
viite: 4 / 5
| Tekijä: | Cornelissen, J. P. |
| Otsikko: | Integrated marketing communications and the language of marketing development |
| Lehti: | International Journal of Advertising
2001 : VOL. 20:4, p. 483-498 |
| Asiasana: | MARKETING DEVELOPMENT COMMUNICATION |
| Kieli: | eng |
| Tiivistelmä: | Integrated Marketing Communications (IMC) is the most recent in a long line of marketing innovations widely endorsed by marketing and advertising academics and practitioners along the whole spectrum of industry and commerce in Britain and the USA. This article emphasises and discusses the following problem: the rhetoric and ideological reasoning that has formed much of the core of IMC theory, rather than detailed empirical observations of actual changes in contemporary marketing communications and advertising practice. Collating the available evidence on US and UK marketing communications practices, the article argues that much of IMC's legacy consists in providing a rhetoric of teleology and progress, rather than a descriptive theory of contemporary marketing communications practices. |
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