Revisiting the IMC construct

  title={Revisiting the IMC construct},
  author={Jerry G. Kliatchko},
  journal={International Journal of Advertising},
  pages={133 - 160}
  • Jerry G. Kliatchko
  • Published 1 January 2008
  • Computer Science
  • International Journal of Advertising
This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition. It reviews topics of research studies conducted on IMC since its inception to the present, and establishes that the theoretical foundations and definitional issues of IMC continue to be an important area of research for most academics. This paper introduces the four pillars of IMC as an offshoot of the proposed revised… 
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