IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift
AbstractAs 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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Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 44 (2004)
Issue (Month): 01 (March)
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- 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, vol. 19(2), pages 159-171.
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