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.
- Information
Information
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, K. and Laurie, S.
Faculties, Divisions and Institutes:
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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