Integrated marketing communications (IMC) : where to from here?
Kerr, Gayle F. & Patti, Charles (2002) Integrated marketing communications (IMC) : where to from here? In 7th Australian and New Zealand Marketing Academy Conference 2002, 2-4 December, 2002, Melbourne, Vic..
![[img]](http://eprints.qut.edu.au/style/images/fileicons/application_pdf.png) | Published Version (PDF 2515Kb) Administrators only | Request a copy from author |
Abstract
IMC is one of the most controversial areas of marketing education during the past decade. While many definitions of TMC have been put forth, agreement on the discipline's constructs remains unresolved. The core of future legitimacy of IMC resides in the development of a stream of research that develop s theory and methods for evaluation of IMC effectiveness. This paper reviews more than a decade of research on IMC effectiveness, suggests where the
field is heading. and identifies future directions for fMC research.
Citations:
Citation countsare sourced monthly from Scopus and Web of Science citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.
Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
| ID Code: | 26078 |
|---|---|
| Item Type: | Conference Paper |
| Keywords: | Integrated Marketing Communcations, IMC |
| ISBN: | 0730025624 |
| Subjects: | Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502) |
| Divisions: | Current > QUT Faculties and Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Copyright Owner: | Copyright © ANZMAC 2002 |
| Deposited On: | 02 Jul 2009 15:15 |
| Last Modified: | 05 Jan 2011 23:52 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page