A Response to 'Theoretical Concept or Management Fashion'

Don E. Schultz · Philip James Kitchen

129 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Advertising and Communication Studies Literature, Culture, and Aesthetics

Abstract

ABSTRACT This paper, by two well known writers on IMC (Integrated Marketing Communications), is a response to Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000), which contends that IMC is a management fashion rather than a developing academic theory. They refute the contention.

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1959The Sociological Imagination 1999A Multi-Country Comparison of the Drive for IMC 2001Raising the Corporate Umbrella

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