RT Journal Article
SR Electronic
T1 A Response to ‘Theoretical Concept or Management Fashion’
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 17
OP 21
DO 10.2501/JAR-40-5-17-21
VO 40
IS 5
A1 Don E. Schultz
A1 Philip J. Kitchen
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/5/17.abstract
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.