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.
| Item Type: | Conference Proceedings |
|---|---|
| Abstract: | 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 |
| Uncontrolled Keywords: | Integrated Marketing Communications |
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.123 Communication in marketing |
| Creators: | Laurie, Sally and Mortimer, Kathleen |
| Editors: | Patterson, A and Oakes, S |
| Publisher: | Academy of Marketing |
| Faculties, Divisions and Institutes: |
University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship University Faculties, Divisions and Research Centres - OLD > Research Centre > China and Emerging Economies Centre Research Centres > China and Emerging Economies Centre 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: | 2011 |
| Date Type: | Publication |
| Title of Book: | Proceedings of the Academy of Marketing Conference 2011: Marketing Fields Forever |
| Event Title: | Academy of Marketing Conference 2011: Marketing Fields Forever |
| Event Dates: | 05-07 July 2011 |
| Place of Publication: | Liverpool |
| Event Location: | Liverpool |
| Event Type: | Conference |
| Language: | English |
| ISBN: | 9780956112234 |
| Status: | Published / Disseminated |
| Refereed: | Yes |
| Related URLs: | |
| URI: | http://nectar.northampton.ac.uk/id/eprint/4004 |
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