IMC practitioners need to learn how to manage a new form of unexpected events in order to be successful in navigating the types of issues which arise in today’s integrated marketing communications environment. This article explains a set of principles articulated in organizational theory to characterize organizations which face unexpected events on a regular basis, and are able to reliably and resiliently respond to them. It discusses examples of these principles in the context of integrated marketing communications and their implications for IMC practitioners. Finally, unintended benefits discovered in teaching these principles to students in the Integrated Marketing Communications program at Northwestern are conveyed.
|Original language||English (US)|
|Number of pages||7|
|Journal||Journal of Integrated Marketing Communications|
|State||Published - 2012|