The State of IMC Research and Applications - Criticism of IMC, whether unfounded or not, is a long-standing part of its history as a concept. Nonetheless, it continues to serve as an extremely valuable managerial and educational tool in focusing and informing managers', researchers', and business and communications students' strategic thinking in new ways regarding marketing communications and ...
| Year of publication: |
2000
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| Authors: | Gould, Stephen J. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 40.2000, 5, p. 22-23
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