Integrated marketing communication: What are the barriers to integration?

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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Bibliographic Details
Main Author: Archer, Catherine
Other Authors: Spanjaard, D.
Format: Conference Paper
Published: University of Western Sydney 2008
Subjects:
integrated marketing communication
communication barriers
case study
Australian health care
Online Access:http://hdl.handle.net/20.500.11937/40178

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