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Editorial: Can IMC Make Channels Come Alive?

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Author Info
WOODARD, BOB
Abstract

The topic Broader Strategies for Cross-Channel Integration clearly calls for two, equally important discussions: one sharing current perspectives on and approaches to Integrated Marketing Communications (IMC) and the other covering new insights about specific, often nontraditional communication channels, or what Calder and Malthouse might characterize more expansively as types of contacts. This issue of the Journal of Advertising Research (JAR) provides both.

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File URL: http://journals.cambridge.org/abstract_S0021849905050415
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Publisher Info
Article provided by Cambridge University Press in its journal Journal of Advertising Research.

Volume (Year): 45 (2005)
Issue (Month): 04 (December)
Pages: 355-355
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Handle: RePEc:cup:jadres:v:45:y:2005:i:04:p:355-355_05

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

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