PT  - JOURNAL ARTICLE
AU  - Stephen J. Gould
TI  - The State of IMC Research and Applications
AID  - 10.2501/JAR-40-5-22-23
DP  - 2000 Sep 01
TA  - Journal of Advertising Research
PG  - 22--23
VI  - 40
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/40/5/22.short
4100  - http://www.journalofadvertisingresearch.com/content/40/5/22.full
SO  - J Advert Res2000 Sep 01; 40
AB  - This short paper is another comment on the critique of IMC by Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000). The author indicates the difficulty of ‘proving’ IMC as a robust theory, and prefers to see it in more philosophical terms.