Articlegreen2005

New paradigm – IMC – under fire

61 citations0/0 files storedCompetitiveness Review An International Business Journal incorporating Journal of Global Competitiveness

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Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

The most marked example of progress in marketing communications is the emergence of Integrated Marketing Communications (IMC). Many organizations now consider IMC to be a key competitive advantage of marketing. This paper reviews the developmental progress of IMC. Now, just a few years into the 21st century, IMC is entering a critical period, with many businesses – and the agencies that service their needs – apparently enmeshed in the first stages of IMC development. The early promise that IMC offered seems to be fading, unless organizations start to take it seriously, even when faced by the realities of organizational exigency.

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References

1997Advertising And Promotion: Integrated Marketing Communications Perspective 1992Public relations: Strategies and tactics 2002Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications 2008Advertising as Communication 2004Integrated Marketing Communications 1982ADVERTISING AS COMMUNICATION 1991The Role of Sponsorship in the Marketing Communications Mix 1998Marketing communications : an integrated approach

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2009IMC: Has anything really changed? A new perspective on an old definition 2008Integrated Marketing Communications 2011Marketing communications for special events 2014Unhealthy food, integrated marketing communication and power: a critical analysis 2014Integrated Marketing Communication Research 2017A multi-stakeholder IMC framework for networked brand identity

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