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William Swain (2004)
Perceptions Of IMC After A Decade Of Development: Who's At The Wheel, And How Can We Measure Success?Journal of Advertising Research, 44
P. Kitchen (2015)
Integrated Brand Marketing
Tony Yeshin (2005)
Integrated Marketing Communications
M. Ewing (2009)
Integrated marketing communications measurement and evaluationJournal of Marketing Communications, 15
D. Schultz, C. Patti, P. Kitchen (2011)
The Evolution of Integrated Marketing Communications : The Customer-driven Marketplace
D. Schultz, Heidi Schultz (2004)
IMC, The Next Generation
Jerry Kliatchko (2005)
Towards a new definition of Integrated Marketing Communications (IMC)International Journal of Advertising, 24
P. Kitchen (2013)
The dominant influence of marketing in the 21st century : the marketing leviathan
Frank Mulhern (2009)
Integrated marketing communications: From media channels to digital connectivityJournal of Marketing Communications, 15
Ilchul Kim, Dongsub Han, Don Shultz (2004)
Understanding The Diffusion Of Integrated Marketing CommunicationsJournal of Advertising Research, 44
G. Low (2000)
Correlates of Integrated Marketing CommunicationsJournal of Advertising Research, 40
Purpose – The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially. Design/methodology/approach – This paper critically reviews the emergence, growth and current status of IMC. Findings – As the authors consider IMC diffusion in business practice, its generic acceptance in terms of theory and obstacles or difficulties standing in the way of further developments, this leads to positioning IMC more ably, strengthening its theoretical foundations, critiquing its contribution so far and assessing conceptual and managerial issues. Research limitations/implications – As a critical review, the authors draw upon data from wide variety of academic IMC research. However, there is an identifiable specific need for in-company empirical research. Practical implications – Where IMC is applied in a strategic way, with a view to creating synergy among the different marketing communication elements to achieve short- and long-term returns, the approach can be and is associated with greater consistency among messages and functions, and leads to cost savings, easier working relations between different departments, better utilisation of media and promotional mix elements, together with greater efficiency and enhanced returns. Originality/value – The value of the paper lies in its detailed review of the literature, IMC’s significance in terms of conceptualisation and business practice, and underlines the need for further in-company research.
Journal of Business Strategy – Emerald Publishing
Published: Jul 20, 2015
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