IMC AND THE PRACTITIONERS.docx (13.89 kB)
IMC and the practitioners’ strategy paradox
conference contribution
posted on 2017-03-10, 11:24 authored by Argyro Elisavet Manoli, Mark DaviesEven 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.
History
School
- Sport, Exercise and Health Sciences
Published in
2014 International Conference on Research in Advertising (ICORIA)Citation
MANOLI, A.E. and DAVIES, M., 2014. IMC and the practitioners’ strategy paradox. 13th International Conference on Research in Advertising (ICORIA), Amsterdam, Netherlands, 26th–28th JunePublisher
European Advertising Academy (© the authors)Version
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2014-04-16Publication date
2014Notes
This is a conference paper.Publisher version
Language
- en