@article {Conrnelissen7, author = {Joep P. Conrnelissen and Andrew R. Lock}, title = {Theoretical Concept or Management Fashion?}, volume = {40}, number = {5}, pages = {7--15}, year = {2000}, doi = {10.2501/JAR-40-5-7-15}, publisher = {Journal of Advertising Research}, abstract = {This article looks at the status of IMC (Integrated Marketing Communications) as a theory within the academic study and discipline of marketing communications, and its relationships with, and influence upon its practice. The authors conclude that IMC as a theoretical concept is ambiguous (thus unproven), but its reality as a marketing fashion (with implications for management techniques) is well founded.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/40/5/7}, eprint = {https://www.journalofadvertisingresearch.com/content/40/5/7.full.pdf}, journal = {Journal of Advertising Research} }