Integrated marketing communications and the evolution of marketing thought

被引：40
|
作者：
Hutton, JG
机构：
[1] Mail #4403, University of St. Thomas, St. Paul, MN 55105
来源：
JOURNAL OF BUSINESS RESEARCH | 1996年 / 37卷 / 03期
关键词：
D O I：
10.1016/S0148-2963(96)00065-3
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：155 / 162
页数：8
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