Impossible dream or inevitable revolution? Investigating the concept of integrated marketing communications
Abstract
Much has been written about integrated marketing communications (IMC) but agreement on a precise definition is still lacking and, although interest levels seem to have reached fever pitch over the past few years, practical implementation, and evidence of the effectiveness of implementation, seem to be fairly rare. This paper sets out to investigate the sometimes confiding views of what the concept means and asks a number of related questions: what are the driving forces behind the growth of IMC, what is inhibiting its implementation, what is needed to make IMC a reality and what does the future hold for IMC?
Keywords
Citation
Brown, J. (1997), "Impossible dream or inevitable revolution? Investigating the concept of integrated marketing communications", Journal of Communication Management, Vol. 2 No. 1, pp. 70-81. https://doi.org/10.1108/eb023449
Publisher
:MCB UP Ltd
Copyright © 1997, MCB UP Limited