IMC IN INDUSTRY: MORE TALK THAN WALK
Tom Duncan
págs. 5-6
Russell N. Laczniak
pág. 5
págs. 6-7
IMC: A NEW DISCIPLINE WITH AN OLD LEARNING APPROACH
Charles Patti
págs. 7-9
Felix Mavondo, Sandra Luxton, Mike Reid
págs. 11-23
THE BRAND CAPABILITY VALUE OF INTEGRATED MARKETING COMMUNICATION (IMC)
Michael T. Ewing, Janek Ratnatunga
págs. 25-40
págs. 41-54
Charles M. Wood, Claire Stammerjohan, Esther Thorson
págs. 55-67
Sreedhar Madhavaram, Vishag Badrinarayanan, Robert E. McDonald
págs. 69-80
págs. 81-92
THE LEGAL CHALLENGE OF INTEGRATED MARKETING COMMUNICATION (IMC)
Kathy R. Fitzpatrick
págs. 93-102
MANAGING INTEGRATED MARKETING COMMUNICATION (IMC) THROUGH STRATEGIC DECOUPLING
Michael Beverland, Sandra Luxton
págs. 103-116
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