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IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift

Gould, Stephen J. - In: Journal of advertising research 44 (2004) 1, pp. 66-70

Persistent link: https://www.econbiz.de/10006504445

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 ...

Gould, Stephen J. - In: Journal of advertising research 40 (2000) 5, pp. 22-23

Persistent link: https://www.econbiz.de/10006514508

SPECIAL SECTION ON IMC - Agency Perspectives and Practices on Global IMC - The focus of research on global marketing communications has been on the strategic standardization-adaptation decision. But whatever that decision may be, there are many other strategic decisions and organizational policies that need to be formulated. Those issues are addressed here using the concept of Globally Integrated ...

Gould, Stephen J.; Lerman, Dawn; Grein, Andrew F. - In: Journal of advertising research 39 (1999) 1, pp. 7-20

Persistent link: https://www.econbiz.de/10006519582

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