IMC – an integrative review

Tafesse, W and Kitchen, PJ 2016, 'IMC – an integrative review' , International Journal of Advertising, 36 (2) , pp. 210-226.

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Abstract

This paper reviews and integrates extant work in the integrated marketing communication (IMC) literature. With this in mind, three alternative and widely disseminated conceptual frameworks proposed in the IMC literature are employed as a starting point. The review locates important points of theoretical intersection among these three frameworks, and drawing on the wider literature, develops and cross-fertilizes them into IMC constructs. The review then combines the constructs into an integrative framework by proposing theory-driven relationships and formalizing them using testable propositions. The final outcome offers a clearer synthesis and re-conceptualization of IMC.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: International Journal of Advertising
ISSN: 0265-0487
Related URLs:
Depositing User: Prof PJ Kitchen
Date Deposited: 24 Oct 2017 13:36
Last Modified: 24 Oct 2017 13:36
URI: http://usir.salford.ac.uk/id/eprint/44152

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