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.
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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:
Creators:
Laurie, S. and Mortimer, K.
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
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
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