Integrated marketing communication: What are the barriers to integration?
It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organisations. This is despite the fact that, as in many areas of marketing discourse, there is still no clear accepted definition of IMC. In recent years, some schola...
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| Format: | Conference Paper |
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University of Western Sydney
2008
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| Online Access: | http://hdl.handle.net/20.500.11937/40178 |