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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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| _version_ | 1818171935387811840 |
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| author | Argyro Elisavet Manoli Mark Davies |
| author_facet | Argyro Elisavet Manoli Mark Davies |
| author_sort | Argyro Elisavet Manoli (1250982) |
| collection | Figshare |
| description | 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 is yet to be established. This study aims at providing an alternative viewpoint to what IMC entails, using academics’ and practitioners’ views, while examining both the theoretical appreciation of IMC and its practical implementation. Through the latter, the IMC practitioners’ strategy paradox is identified and introduced to the reader. |
| format | Default Conference proceeding |
| id | rr-article-9615830 |
| institution | Loughborough University |
| publishDate | 2014 |
| record_format | Figshare |
| spelling | rr-article-96158302014-01-01T00:00:00Z IMC and the practitioners’ strategy paradox Argyro Elisavet Manoli (1250982) Mark Davies (3558887) Other health sciences not elsewhere classified untagged Medical and Health Sciences not elsewhere classified 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 is yet to be established. This study aims at providing an alternative viewpoint to what IMC entails, using academics’ and practitioners’ views, while examining both the theoretical appreciation of IMC and its practical implementation. Through the latter, the IMC practitioners’ strategy paradox is identified and introduced to the reader. 2014-01-01T00:00:00Z Text Conference contribution 2134/24361 https://figshare.com/articles/conference_contribution/IMC_and_the_practitioners_strategy_paradox/9615830 CC BY-NC-ND 4.0 |
| spellingShingle | Other health sciences not elsewhere classified untagged Medical and Health Sciences not elsewhere classified Argyro Elisavet Manoli Mark Davies IMC and the practitioners’ strategy paradox |
| title | IMC and the practitioners’ strategy paradox |
| title_full | IMC and the practitioners’ strategy paradox |
| title_fullStr | IMC and the practitioners’ strategy paradox |
| title_full_unstemmed | IMC and the practitioners’ strategy paradox |
| title_short | IMC and the practitioners’ strategy paradox |
| title_sort | imc and the practitioners’ strategy paradox |
| topic | Other health sciences not elsewhere classified untagged Medical and Health Sciences not elsewhere classified |
| url | https://hdl.handle.net/2134/24361 |