TY - JOUR T1 - A Response to ‘Theoretical Concept or Management Fashion’ JF - Journal of Advertising Research JO - J Advert Res SP - 17 LP - 21 DO - 10.2501/JAR-40-5-17-21 VL - 40 IS - 5 AU - Don E. Schultz AU - Philip J. Kitchen Y1 - 2000/09/01 UR - http://www.journalofadvertisingresearch.com/content/40/5/17.abstract N2 - This paper, by two well known writers on IMC (Integrated Marketing Communications), is a response to Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000), which contends that IMC is a management fashion rather than a developing academic theory. They refute the contention. ER -