PT - JOURNAL ARTICLE AU - Stephen J. Gould TI - IMC As Theory And As A Poststructural Set AID - 10.1017/S002184990404019X DP - 2004 Mar 01 TA - Journal of Advertising Research PG - 66--70 VI - 44 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/44/1/66.short 4100 - http://www.journalofadvertisingresearch.com/content/44/1/66.full SO - J Advert Res2004 Mar 01; 44 AB - As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does. However, if MC is viewed from a different paradigmatic perspective on theory, namely that of poststructuralism, then we might consider it as a set of contingently framed practices and discourses where localized, particular practitioner interpretations are just as important as general theoretic ones. When viewed this way, MC emerges as a powerful tool that guides practitioners in developing and implementing marketing communications programs even if they apply it in disparate ways according to their own specific understandings and circumstances.