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Advertising Research and Its Influence on Managerial Practice

Cornelissen, Joep P.; Lock, Andrew R. - In: Journal of advertising research 42 (2002) 3, pp. 50-55

Persistent link: https://www.econbiz.de/10006508829

Theoretical Concept or Management Fashion? Examining the Significance of IMC - One of the most enduring questions that advertisers and marketers have been faced with is whether Integrated Marketing Communications (IMC) can be seen as a management fashion. An extensive review of IMC writings suggests that IMC is indeed a management fashion, apparent in its lack of definition and transient influence ...

Cornelissen, Joep P.; Lock, Andrew R. - In: Journal of advertising research 40 (2000) 5, pp. 7-16

Persistent link: https://www.econbiz.de/10006514510

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