Towards a new definition of Integrated Marketing Communications (IMC)

  title={Towards a new definition of Integrated Marketing Communications (IMC)},
  author={Jerry G. Kliatchko},
  journal={International Journal of Advertising},
  pages={34 - 7}
  • Jerry G. Kliatchko
  • Published 2005
  • Political Science
  • International Journal of Advertising
  • Since the inception and formal conceptualisation of Integrated Marketing Communications (IMC) in the late 1980s, the concept continues to gain widespread attention and interest among academics and practitioners around the world. However, a review of the literature on IMC over the past decade suggests that contentions on definitional and theoretical issues still remain unsettled. IMC proponents acknowledge and recommend that more extensive research in the field is needed to further consolidate… CONTINUE READING
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