Understanding the diffusion of integrated marketing communications

Once again a ‘paradigm shift’ is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed.

Understanding The Diffusion Of Integrated Marketing Communications

Ilchul Kim Dongeui UniversityDongsub Han Hanyang UniversityDon E. Shultz Northwestern University

IMC as a field of study is only a decade old, and in spite of the contradictions, in our ...

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