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IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift


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    As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does. However, if IMC is viewed from a different paradigmatic perspective on theory, namely that of poststructuralism, then we might consider it as a set of contingently framed practices and discourses where localized, particular practitioner interpretations are just as important as general theoretic ones. When viewed this way, IMC emerges as a powerful tool that guides practitioners in developing and implementing marketing communications programs even if they apply it in disparate ways according to their own specific understandings and circumstances.

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    Article provided by Cambridge University Press in its journal Journal of Advertising Research.

    Volume (Year): 44 (2004)
    Issue (Month): 01 (March)
    Pages: 66-70

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    Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:66-70_04

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    Cited by:
    1. Nina Hočevar & Vesna Žabkar & Damijan Mumel, 2007. "Effects of top management involvement in integrated marketing communications," Tržište/Market, Faculty of Economics and Business, University of Zagreb, Faculty of Economics and Business, University of Zagreb, vol. 19(2), pages 159-171.


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