Northampton Electronic Collection of Theses and Research

The internal and external challenges facing clients in implementing IMC

Mortimer, K. and Laurie, S. (2017) The internal and external challenges facing clients in implementing IMC. European Journal of Marketing. 51(3), pp. 511-527. 0309-0566.

Item Type: Article
Abstract: Although integrated marketing communication (IMC) is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that clients face in implementing the process, particularly in the UK. This paper aims to address these issues by examining how UK clients perceive the barriers to implementation, with reference to the conflict theory of decision-making and the social exchange theory from the change management literature.
Uncontrolled Keywords: Advertising agencies, Barriers, Change management, Clients, Corporate communications, Integrated marketing communications
Creators: Mortimer, Kathleen and Laurie, Sally
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Research Centre > Centre for Sustainable Business Practices
Research Centres > Centre for Sustainable Business Practices

Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date: 2017
Date Type: Publication
Page Range: pp. 511-527
Journal or Publication Title: European Journal of Marketing
Volume: 51
Number: 3
Number of Pages: 17
Language: English
ISSN: 0309-0566
Status: Published / Disseminated
Refereed: Yes

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