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Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?

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Author Info
COOK, WILLIAM A.
Abstract

Integrated Marketing Communications (IMC) was a breakthrough concept when Don Schultz introduced it to marketers in the 1980s. But IMC, which is even more important today as the marketing mix has expanded to include many nontraditional activities, has had trouble moving from concept to practical application.

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File URL: http://journals.cambridge.org/abstract_S0021849904040218
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 44 (2004)
Issue (Month): 01 (March)
Pages: 1-2
Download reference. The following formats are available: HTML (with abstract), plain text (with abstract), BibTeX, RIS (EndNote, RefMan, ProCite), ReDIF
Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:1-2_04

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This page was last updated on 2009-10-18.

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