Authors
Don E Schultz, Philip J Kitchen
Publication date
2000/9/1
Journal
Journal of Advertising Research
Volume
40
Issue
5
Pages
17-21
Publisher
Journal of Advertising Research
Description
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.
Total citations
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Scholar articles
DE Schultz, PJ Kitchen - Journal of Advertising Research, 2000