Integrated marketing communications and the evolution of marketing thought

Integrated marketing communications (IMC) is, to a large extent, a false issue, given that few scholars or practitioners would argue for nonintegrated marketing communications. The value of IMC lies in: (1) its potential to serve as a catalyst in shaking the advertising industry from a decades-old case of marketing myopia, and (2) its potential to highlight the important underlying issue - the appropriate relationship between public relations and marketing. (C) 1996 Elsevier Science Inc.