Subjects the assumptions and prescriptions of the “integration” literature to critical scrutiny. Teases out the distinctive basis of its appeal compared with earlier communication management literature. Finds that, although perhaps not entirely new, issues of “integration” have because of social, market and technological developments become more salient and significant than before. Also illuminates the dark side of this project by drawing attention to uncritical acceptance of “integration” as a panacea for communication management in the twenty‐first century.
Marketing Intelligence & Planning – Emerald Publishing
Published: Nov 1, 2001
Keywords: Integration; Marketing communications; Communications; Management
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