‘IMC is dead. Long live IMC’: Academics' versus practitioners' views

  title={‘IMC is dead. Long live IMC’: Academics' versus practitioners' views},
  author={Sally Laurie and Kathleen Harriman Mortimer},
  journal={Journal of Marketing Management},
  pages={1464 - 1478}
Abstract The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to establish the main themes that underpin the construct and to identify the topics that have been most discussed over the past 10 years. These findings are then utilised to perform a content analysis… 
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