Twenty years of IMC: a study of CEO and CMO perspectives in the Asia-Pacific region

• Autores: Jerry G. Kliatchko, Don E. Schultz
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 33, Nº. 2, 2014, págs. 373-390
• Idioma: inglés
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• Resumen

  • This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago. It analyses a survey conducted among chief executive officers (CEOs) of marketing communications agencies, chief marketing officers (CMOs) of client companies, and other senior leaders of the industry in the Asia-Pacific region. It then looks into the similarities and differences between academics� and practitioners� understanding and practice of IMC.