Imc - Theory, Role, Relevance And Application
The Role of IMC and its theory
Is it a bird? is it a plane? Is it a business theory or a marketing theory? A management practice? A philosophy or a concept? A traditional linear marketing process (Kliatchko, 2008) or a cross-functional departmental process that requires management and board ‘buy-in’ (Duncan & Moriarty 1998)? Moreover, in this era of rapidly developing communications (Internet, mobile phones, digital communications and rapidly changing society, (demise of the family unit, the prosumer) is it now a necessity? The theory of IMC has been dissected, bissected, post-mortemed and analysed, yet consensus on what it is (in theory) and how it should be applied (in practice) has become somewhat of the holy grail to academics. But perhaps not to those in practice, which I will discuss later through my case study.
Therefore, ironically, for a paradigm or pre-paradigm (Kitchen & Schultz, 2000) that promulgates ‘once voice’ and a ‘consistent approach in......
View the rest of this paper...
Approximate Word Count: 4293
Approximate Pages: 18 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Frat Files
Members
Information
© 2009 FratFiles.com.