TY - JOUR T1 - The State of IMC Research and Applications JF - Journal of Advertising Research JO - J Advert Res SP - 22 LP - 23 DO - 10.2501/JAR-40-5-22-23 VL - 40 IS - 5 AU - Stephen J. Gould Y1 - 2000/09/01 UR - http://www.journalofadvertisingresearch.com/content/40/5/22.abstract N2 - This short paper is another comment on the critique of IMC by Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000). The author indicates the difficulty of ‘proving’ IMC as a robust theory, and prefers to see it in more philosophical terms. ER -