PT  - JOURNAL ARTICLE
AU  - Philip J. Kitchen
AU  - Joanne Brignell
AU  - Tao Li
AU  - Graham Spickett Jones
TI  - The Emergence Of IMC: A Theoretical Perspective
AID  - 10.1017/S0021849904040048
DP  - 2004 Mar 01
TA  - Journal of Advertising Research
PG  - 19--30
VI  - 44
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/44/1/19.short
4100  - http://www.journalofadvertisingresearch.com/content/44/1/19.full
SO  - J Advert Res2004 Mar 01; 44
AB  - Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location ideñtification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC- in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.