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

Philip J. Kitchen*, Don Edward Schultz

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

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 languageEnglish (US)
Title of host publicationThe Evolution of Integrated Marketing Communications
Subtitle of host publicationThe Customer-Driven Marketplace
PublisherTaylor and Francis
Pages123-134
Number of pages12
ISBN (Print)9781315872728
DOIs
StatePublished - Jan 1 2013

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

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