A response to "theoretical concept or management fashion?"

In the preceding article, Cornelissen and Lock make the case that Integrated Marketing Communication is a management fashion rather than a theoretical concept. The authors of this rebuttal challenge that approach by providing evidence (a) that IMC is in a pre-paradigm stage of development and thus is not bound by an accepted definition; (b) that Cornelissen and Lock's use of various citations is selected and incomplete; (c) of the ongoing concern of IMC measurability; and (d) of their apparent interest in maintaining the status quo in marketing communication. Since Cornelissen and Lock's arguments are at the hypothesis stage, we encourage their further research and offer our support in their endeavors.