TY - CHAP
T1 - Integrated Marketing Communication (IMC)
T2 - Conceptual and Theoretical Lacunae, Foundational Premises, and Framework
AU - Madhavaram, Sreedhar
AU - Badrinarayanan, Vishag
AU - Bicen, Pelin
N1 - Publisher Copyright:
© 2016, Academy of Marketing Science.
PY - 2016
Y1 - 2016
N2 - Over the last four decades, several researchers have investigated the concept of integrated marketing communication (IMC). Particularly, in the last decade, IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, contributed to the evolution of IMC. This is reflected in about 150 research articles, 400 books, three special issues by Journal of Advertising, Journal of Advertising Research, and Journal of Business Research, and a journal entitled International Journal of Integrated Marketing Communications. Furthermore, several universities (e.g., Florida State University, Northwestern University, University of Denver, and West Virginia University) have instituted undergraduate and graduate IMC programs. In fact, 31 universities across the world offer IMC programs (Kerr et al. 2008). However, these developments notwithstanding, IMC remains a controversial and theoretically underdeveloped domain within the marketing literature.
AB - Over the last four decades, several researchers have investigated the concept of integrated marketing communication (IMC). Particularly, in the last decade, IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, contributed to the evolution of IMC. This is reflected in about 150 research articles, 400 books, three special issues by Journal of Advertising, Journal of Advertising Research, and Journal of Business Research, and a journal entitled International Journal of Integrated Marketing Communications. Furthermore, several universities (e.g., Florida State University, Northwestern University, University of Denver, and West Virginia University) have instituted undergraduate and graduate IMC programs. In fact, 31 universities across the world offer IMC programs (Kerr et al. 2008). However, these developments notwithstanding, IMC remains a controversial and theoretically underdeveloped domain within the marketing literature.
KW - Business Research
KW - Marketing Literature
KW - Normative Imperative
KW - Pedagogical Purpose
KW - Target Segment
UR - http://www.scopus.com/inward/record.url?scp=85125041209&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-26647-3_70
DO - 10.1007/978-3-319-26647-3_70
M3 - Chapter
AN - SCOPUS:85125041209
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 335
EP - 336
BT - Developments in Marketing Science
PB - Springer Nature
ER -