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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 19, 2024, from


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


Research papers

Marketing and public relations

This paper is concerned with interrelations between public relations and marketing. This relationship has always been ambiguous and controversial. The chief controversy hinges around delineating the respective roles of the two functions. Both...

Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Authors: Philip Kitchen, Danny Moss
June 15, 1995
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Citation

Kitchen and Moss (1995a, June 15). Marketing and public relations. ANA - ESOMAR. Retrieved May 19, 2024, from


https://ana.esomar.org/documents/marketing-and-public-relations