RT Journal Article
SR Electronic
T1 Theoretical Concept or Management Fashion?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 15
DO 10.2501/JAR-40-5-7-15
VO 40
IS 5
A1 Joep P. Conrnelissen
A1 Andrew R. Lock
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/5/7.abstract
AB This article looks at the status of IMC (Integrated Marketing Communications) as a theory within the academic study and discipline of marketing communications, and its relationships with, and influence upon its practice. The authors conclude that IMC as a theoretical concept is ambiguous (thus unproven), but its reality as a marketing fashion (with implications for management techniques) is well founded.