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

Philip J. Kitchen, Don Edward Schultz

Research output: Contribution to journalArticlepeer-review

64 Scopus citations


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 languageEnglish (US)
Pages (from-to)197-204
Number of pages8
JournalJournal of Marketing Communications
Issue number2-3
StatePublished - Nov 24 2009


  • Competitive response
  • Economic turmoil
  • Integrated marketing communications

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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