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Integrated marketing communications and the evolution of marketing thought

Authors
Journal
Journal of Business Research
0148-2963
Publisher
Elsevier
Publication Date
Volume
37
Issue
3
Identifiers
DOI: 10.1016/s0148-2963(96)00065-3
Disciplines
  • Communication

Abstract

Abstract Integrated marketing communications (IMC) is, to a large extent, a false issue, given that few scholars or practitioners would argue for nonintegrated marketing communications. The value of IMC lies in: (1) its potential to serve as a catalyst in shaking the advertising industry from a decades-old case of marketing myopia, and (2) its potential to highlight the important underlying issue-the appropriate relationship between public relations and marketing.

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