Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?

William A. Cook

Journal of Advertising Research, 2004, vol. 44, issue 01, pages 1-2

Abstract: Integrated Marketing Communications (IMC) was a breakthrough concept when Don Schultz introduced it to marketers in the 1980s. But IMC, which is even more important today as the marketing mix has expanded to include many nontraditional activities, has had trouble moving from concept to practical application.

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