PT  - JOURNAL ARTICLE
AU  - Don E. Schultz
AU  - Philip J. Kitchen
TI  - A Response to ‘Theoretical Concept or Management Fashion’
AID  - 10.2501/JAR-40-5-17-21
DP  - 2000 Sep 01
TA  - Journal of Advertising Research
PG  - 17--21
VI  - 40
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/40/5/17.short
4100  - http://www.journalofadvertisingresearch.com/content/40/5/17.full
SO  - J Advert Res2000 Sep 01; 40
AB  - 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.