Laurie, S. and Mortimer, K. (2011) “IMC is dead. Long live IMC”: Academics' versus practitioners’ views. In: Patterson, A. and Oakes, S. (eds.) Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever. Liverpool: Academy of Marketing. 9780956112234.
The purpose of the research is to establish whether academics and practitioners are similar in their perceptions of what Integrated Marketing Communications (IMC) is and what role it has to play in today’s dynamic landscape. This objective is achieved by analysing ten essays that were published by Campaign magazine in December 2010 under the heading of “What’s Next in Integration”. The essays were written by a selection of successful and high profile practitioners and it was therefore felt to be an accurate description of views of the industry on the subject. The essays are analysed utilising a framework provided by Kliatchko (2008) with reference to other key writers in the field. The implications of the findings are then discussed