IMC: Has anything really changed? A new perspective on an old definition
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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of marketing communication within the IMC literature, and argue that early marketing concepts of the 20th century are no longer valid.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.
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|Item Type:||Journal Article|
|Additional Information:||The author-version of this article will be available 18 months after publication. For more information, please refer to the journal's website (see hypertext link) or contact the author.|
|Keywords:||IMC, integrated marketing communication|
|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|
|Copyright Owner:||Copyright 2009 Taylor & Francis|
|Copyright Statement:||This is an electronic version of an article published in [Journal of Marketing Communication 15(3)]. [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:||01 Mar 2012 00:06|
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