This chapter shows that integrated marketing communication (IMC) is still far from being a solidified concept or even an agreed-upon theory. The early years, as have been alluded to in the chapter, have helped and in some cases hindered the development of IMC as a consistent concept and theory. Two articles of J. G. Kliatchko have consolidated and helped guide the development of IMC research. The chapter talks about research works of S. E. Moriarty and D. E. Schultz, and K. Kondo and C. L. Caywood on the question of recasting IMC's future. If IMC is to be viewed as a communication system, then the new areas of holistic approaches, message synergy, communication network models, and non-linear analytical approaches all become relevant. Alternatively, IMC can be recast as the base for rethinking and replacing traditional marketing theory.
|Original language||English (US)|
|Title of host publication||The Handbook of International Advertising Research|
|Place of Publication||Hoboken, NJ|
|Publisher||John Wiley & Sons Inc|
|Number of pages||29|
|State||Published - 2014|