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IMC and the practitioners’ strategy paradox
Even though Integrated Marketing Communications (IMC) has been described as ‘undoubtedly the major communications development of the last decade of the 20th century’ (Kitchen & Schultz, 1999, p.21), attracting both academics’ and practitioners’ attention, a clear and widely accepted definition i...
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| Main Authors: | , |
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| Format: | Default Conference proceeding |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/24361 |
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