Understanding The Diffusion Of Integrated Marketing Communications

  title={Understanding The Diffusion Of Integrated Marketing Communications},
  author={Ilchul Kim and Dongsub Han and Don E. Shultz},
  journal={Journal of Advertising Research},
  pages={31 - 45}
ABSTRACT Once again a ‘paradigm shift’ is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed. In the field of advertising, the paradigm change is coming from an offspring called Integrated Marketing Communications (IMC). And, nowhere is that more evident than in the non-English-speaking countries where the primary focus on mass advertising and mass communication is giving way to more integrated… 

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