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Research papers

IMC evolution

A decade of integrated marketing communication (IMC) literature development is too short a time to analyze competing paradigms or ascertain whether it may be a 'theoretical concept' or a 'management fad'.This paper provides evidence of an increased...

Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Lynne Eagle, Philip Kitchen
June 16, 2004
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Citation

Eagle and Kitchen (2004a, June 16). IMC evolution. ANA - ESOMAR. Retrieved May 23, 2024, from


https://ana.esomar.org/documents/imc-evolution