RT Journal Article
SR Electronic
T1 The State of IMC Research and Applications
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 22
OP 23
DO 10.2501/JAR-40-5-22-23
VO 40
IS 5
A1 Stephen J. Gould
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/5/22.abstract
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.