Most likely, nothing has gotten as much press activity and discussion at meetings, while seeing
such little real activity, as has the concept of integrated marketing communications in the …

The argument is developed that marketing and marketing communication are in transition,
moving from the historical marketing approaches of the 1960s, which focused on the 4Ps to a …

Purpose In “Social media’s slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

Purpose – Academics and the business community are interested in learning how social
media can benefit (or harm) consumer‐brand engagement. As more branding activity goes …

This paper reviews the development of the concept of Integrated Marketing Communications
(IMC) in terms of its theoretical foundations through an exploratory study of IMC within a …

The concept and practice of integrated marketing and communications has been challenged
by functional specialists and practitioners. Evidence presented shows integration being …

The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of
integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from …

This paper concerns the aegis and rapid growth of the concept of Integrated Marketing
Communications (IMC), firstly in terms of considering theoretical underpinnings and, secondly, by …

… The answer lies in the shift of power from manufacturer to consumer (Schultz and Walters,
1997). Historically, when the manufacturer had the power in the marketing relationship, they …

The interactivity of the new electronic media requires that a database-driven segmentation
approach to communication strategy be employed to take advantage of its uniqueness. To …