'IMC is dead. Long live IMC': Academics' versus practitioners' views

The purpose of this research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and the role it has to play in today's dynamic landscape. This objective is achieved first by examining the IMC literature to es...

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Bibliographic Details
Published in:Journal of marketing management 2011-12, Vol.27 (13-14), p.1464-1478
Main Authors: Laurie, Sally, Mortimer, Kathleen
Format: Article
Language:English
Subjects:
1990-2006
advertising agencies
Bibliometrie
branding
content analysis
Großbritannien
Integrated Marketing Communications
internal communications
Interne Kommunikation
Marketingmanagement
Theorie-Praxis-Verhältnis
Werbewirkung
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