RT Journal Article
SR Electronic
T1 IMC As Theory And As A Poststructural Set
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 66
OP 70
DO 10.1017/S002184990404019X
VO 44
IS 1
A1 Stephen J. Gould
YR 2004
UL http://www.journalofadvertisingresearch.com/content/44/1/66.abstract
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.