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Is Management Involvement in Integrated Marketing Communications Reasonable?

  • Zabkar V
  • Mumel D
  • Vanita N
Springer Fachmedien Wiesbaden, (2015), 283-294
DOI: 10.1007/978-3-658-08132-4_20
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Abstract

From 1989, when researchers at Northwestern University developed the first definition of integrated marketing communications (IMC), this concept evolved from tactical coordination of marketing communication activities to strategic, measurable, customer-oriented approach in integrated communication planning.

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Zabkar, V., Mumel, D., & Vanita, N. (2015). Is Management Involvement in Integrated Marketing Communications Reasonable? In Advances in Advertising Research (Vol. V) (pp. 283–294). Springer Fachmedien Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_20

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