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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/24361

Title: IMC and the practitioners’ strategy paradox
Authors: Manoli, Argyro Elisavet
Davies, Mark
Issue Date: 2014
Publisher: European Advertising Academy (© the authors)
Citation: MANOLI, A.E. and DAVIES, M., 2014. IMC and the practitioners’ strategy paradox. 13th International Conference on Research in Advertising (ICORIA), Amsterdam, Netherlands, 26th–28th June
Abstract: Even though Integrated Marketing Communications (IMC) has been described as ‘undoubtedly the major communications development of the last decade of the 20th century’ (Kitchen & Schultz, 1999, p.21), attracting both academics’ and practitioners’ attention, a clear and widely accepted definition is yet to be established. This study aims at providing an alternative viewpoint to what IMC entails, using academics’ and practitioners’ views, while examining both the theoretical appreciation of IMC and its practical implementation. Through the latter, the IMC practitioners’ strategy paradox is identified and introduced to the reader.
Description: This is a conference paper.
Version: Accepted for publication
URI: https://dspace.lboro.ac.uk/2134/24361
Publisher Link: http://www.europeanadvertisingacademy.org/conference2014/
Appears in Collections:Conference Papers and Presentations (Sport, Exercise and Health Sciences)

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