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IMC and the practitioners’ strategy paradox

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conference contribution
posted on 10.03.2017, 11:24 by Elisavet ManoliElisavet Manoli, Mark Davies
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.

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 June

Publisher

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

16/04/2014

Publication date

2014

Notes

This is a conference paper.

Language

en

Location

Amsterdam, Netherlands

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Keywords

Exports