PT  - JOURNAL ARTICLE
AU  - Joep P. Conrnelissen
AU  - Andrew R. Lock
TI  - Theoretical Concept or Management Fashion?
AID  - 10.2501/JAR-40-5-7-15
DP  - 2000 Sep 01
TA  - Journal of Advertising Research
PG  - 7--15
VI  - 40
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/40/5/7.short
4100  - http://www.journalofadvertisingresearch.com/content/40/5/7.full
SO  - J Advert Res2000 Sep 01; 40
AB  - 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.