IMC: New horizon/false dawn for a marketplace in turmoil?

Philip J. Kitchen; Don E. Schultz

doi:10.1080/13527260903003793

IMC: New horizon/false dawn for a marketplace in turmoil?

Philip J. Kitchen, Don E. Schultz

Integrated Marketing Communications

Research output: Contribution to journal › Article › peer-review

82 Scopus citations

Abstract

Is integrated marketing communications (IMC) a new horizon or simply another false dawn for marketing communications that has failed to live up to its promises? This issue becomes critical in a marketplace in economic turmoil. Two leading IMC researchers and writers argue for a totally new view and a new agenda for IMC going forward to match the new economic realities faced by marketing organizations. Their views are driven by marketplace, consumer and technology changes enhanced by increasing globalization and a shift of marketplace power to the consumer, all heavily influenced by the current economic conditions.

Original language	English (US)
Pages (from-to)	197-204
Number of pages	8
Journal	Journal of Marketing Communications
Volume	15
Issue number	2-3
DOIs	https://doi.org/10.1080/13527260903003793
State	Published - 2009

Keywords

Competitive response
Economic turmoil
Integrated marketing communications

ASJC Scopus subject areas

Business and International Management
Marketing

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10.1080/13527260903003793

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IMC: New horizon/false dawn for a marketplace in turmoil?

Abstract

Keywords

ASJC Scopus subject areas

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