The Emergence Of IMC: A Theoretical Perspective

ABSTRACT Within a short period of just over a decade, IMC has swept around the world and become the accepted norm of businesses and apparently the agencies that service their needs. Here we critically consider IMC in terms of (1) development, (2) impact on marketing communications, (3) barriers to further progress, and (4) current location ideñtification and likely development in the future. Evidently, IMC is here to stay. But there are problems. Not least of these is the apparent reluctance of many businesses to adopt anything more than an inside-out approach to IMC- in other words, bundling promotional mix elements together so they look and sound alike. But, IMC has to move beyond this stage if it is to radically change the face of communications and marketing.

[1]  David W. Pickton,et al.  Integrated Marketing Communications , 2005 .

[2]  Tom Duncan,et al.  Imc: Using Advertising and Promotion to Build Brands , 2001 .

[3]  Don E. Schultz,et al.  Integrated marketing communications in U.S. advertising , 1997 .

[4]  Richard Elliott,et al.  Strategic Advertising Management , 2002 .

[5]  Chris Hackley,et al.  IMC: a consumer psychological perspective , 1998 .

[6]  Richard J. Semenik.  Promotion and Integrated Marketing Communications , 2001 .

[7]  W. M. Weilbacher.  Point of View: Does Advertising Cause a ‘Hierarchy of Effects’? , 2001, Journal of Advertising Research.

[8]  Ian Linton,et al.  Integrated marketing communications , 2018 .

[9]  J. Eatman,et al.  Integrated marketing. , 2006, Profiles in healthcare communications.

[10]  P. Kitchen.  The rhetoric and reality of marketing : an international managerial approach , 2003 .

[11]  Lynne Eagle,et al.  IMC, brand communications, and corporate cultures: Client/advertising agency co‐ordination and cohesion , 2000 .

[12]  Guido Berens.  Raising the Corporate Umbrella: Corporate Communications in the 21st Century , 2002 .

[13]  Paul R. Smith.  Marketing Communications: An Integrated Approach , 1998 .

[14]  Terence A. Shimp.  Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications , 2002 .

[15]  Don E. Schultz,et al.  A Response to ‘Theoretical Concept or Management Fashion’ , 2000, Journal of Advertising Research.

[16]  J. Hutton.  Integrated marketing communications and the evolution of marketing thought , 1996 .

[17]  Stephen J. Gould.  The State of IMC Research and Applications , 2000, Journal of Advertising Research.

[18]  Philip J. Kitchen,et al.  Marketing Communications: Principles and Practice , 1998 .

[19]  Don E. Schultz,et al.  Communicating Globally: An Integrated Marketing Approach , 2000 .

[20]  Andreas F. Grein,et al.  Globally integrated marketing communications , 1996 .

[21]  M. Lawlor,et al.  The Implications of the Internet on the Advertising Agency-Client Relationship , 2001 .

[22]  Andrew Lock,et al.  Theoretical Concept or Management Fashion? , 2000, Journal of Advertising Research.

[23]  D. Delorme,et al.  Beyond the world of packaged goods: assessing the relevance of integrated marketing communications for retail and consumer service marketing , 1996 .

[24]  Pamela Walker Laird,et al.  New and Improved: The Story of Mass Marketing in America , 1991 .

[25]  Harlan E. Spotts,et al.  Marketing Dèjá Vu: The Discovery of Integrated Marketing Communications , 1998 .

[26]  D. Schultz,et al.  The New Marketing Paradigm: Integrated Marketing Communications , 1996 .

[27]  Kenneth E. Clow,et al.  Integrated Advertising, Promotion and Marketing Communications , 2002 .

[28]  Chris Fill,et al.  Marketing communications: contexts, strategies and applications , 2002 .

[29]  Don E. Schultz,et al.  A Multi-Country Comparison of the Drive for IMC , 1999 .