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IMC: Has anything really changed? A new perspective on an old definition

Luck, Edwina M. & Moffatt, Jennifer J. (2009) IMC: Has anything really changed? A new perspective on an old definition. The Journal of Marketing Communications, 15(5), pp. 311-325.

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Abstract

Integrated marketing communication (IMC) has emerged as a new concept in marketing in the 21st century. IMC is mostly thought of, taught and written about as simply the integration of advertising and promotional activities. However, this paper proposes IMC as a broader concept. It is more than a process or activity within an organisation: it is a system of belief or engagement, embedded in an organisation's culture, underpinned by communication and driven by technology and senior management. We identify seven major tenets of the integrated view of marketing communication within the IMC literature, and argue that early marketing concepts of the 20th century are no longer valid. IMC can be seen as a new paradigm in marketing, equipped with central concepts that apply to many business environments.

Impact and interest:

5 citations in Scopus
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ID Code: 14385
Item Type: Journal Article
Additional URLs:
Keywords: IMC, integrated marketing communication
DOI: 10.1080/13527260802481256
ISSN: 1466-4445
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Taylor & Francis
Copyright Statement: This is an electronic version of an article published in [Journal of Marketing Communication 15(5)]. [The Journal of Marketing Communications] is available online at informaworldTM with http://www.tandf.co.uk/journals/titles/13527266.asp
Deposited On: 04 Nov 2008
Last Modified: 25 Oct 2013 11:49

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