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https://www.um.edu.mt/library/oar/handle/123456789/105200| Title: | IMC : time to move ahead |
| Other Titles: | Sustainable marketing leadership : a synthesis of polymorphous axioms, strategies and tactics |
| Authors: | Caruana, Albert Belch, Michael Krentler, Kathleen |
| Keywords: | Communication in marketing Corporations -- Public relations Advertising campaigns |
| Issue Date: | 2006 |
| Publisher: | European Marketing Academy |
| Citation: | Caruana, A., Belch, M., & Krentler, K., (2006). IMC: Time to move ahead. In G. J. Avlonitis, N. Papavassiliou & P. Papastathopoulou (Eds.), Sustainable Marketing Leadership: A Synthesis of Polymorphous Axioms, Strategies and Tactics (pp. 228-229). Brussels: European Marketing Academy. |
| Abstract: | The Integrated Marketing Communications (IMC) literature has spawned much debate over the nature and breadth of the concept. This continuing debate has made it difficult to pin down a generally accepted definition. However, while acknowledging that debate continues, the authors feel it is time to move on to the development of a scale that measures the use of IMC in organizations. Using a "theories-in-use" approach, an operational definition of IMC is proposed. From the definition, an IMC model and propositions are developed. The model provides a systematic framework for the proper development of a theory of IMC orientation. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/105200 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
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