Advanced Search
MyIDEAS: Login to save this paper or follow this series

Understanding the development and diffusion of integrated marketing communications (imc). A metaphorical perspective

Contents:

Author Info

  • Joep P. Cornelissen
  • Lars Thøger Christensen
  • Pieter Vijn

    (Nyenrode Business Universiteit)

Registered author(s):

    Abstract

    In recent years, theoretical commentaries and empirical research on the concept of Integrated Marketing Communications (IMC) have been concerned with its development and specification as a theoretical construct, and its diffusion among academics and practitioner populations across the globe. In this paper, we advance and elaborate upon the argument that the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor. Particularly, we propose that IMC is understood through three core metaphors or metaphorical projections: discourse, system and practice. Together, these three metaphors account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature. The implications of this metaphorical view of IMC for marketing communications theory and practice are discussed.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.nyenrode.nl/facultyandresearch/nri/Documents/Working%20papers/06-02.pdf
    Our checks indicate that this address may not be valid because: 404 NOT FOUND. If this is indeed the case, please notify (Ronald Piebes)
    Download Restriction: no

    Bibliographic Info

    Paper provided by Nyenrode Business Universiteit in its series Nyenrode Research Papers Series with number 06-02.

    as in new window
    Length:
    Date of creation: 2006
    Date of revision:
    Handle: RePEc:dgr:nijrep:2006-02

    Contact details of provider:
    Web page: http://www.library.nyenrode.nl

    Related research

    Keywords: Integrated Marketing Communications; IMC; metaphor; trope; discourse; system; practice;

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:dgr:nijrep:2006-02. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ronald Piebes).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.