The evolution of IMC: IMC in a customer-driven marketplace

‘IMC is dead. Long live IMC’: Academics' versus practitioners' views

“…IMC from 1990to 2006( Kliatchko (2008 Despite the maturity of the discipline, there is still debate, within both academics and practitioners, as to the definition and usefulness of IMC and it is still referred to by some as an "emerging discipline" (Kitchen et al 2008). This state of flux is reinforced by Schultz and Patti (2009) who continue to recognise the need for an accepted definition and specifically identify the areas of measurement and the relationship between brand and IMC as needing further investigation. In the Journal of Marketing Communications second special issue on the subject in 2009, further deliberation is illustrated by an article entitled " Has anything really changed?"…”

Using Means-End Analysis to Test Integrated Marketing Communications Effects

“…A number of recent attempts have also grappled with the problem of definition (see, for example, Kerr, Schultz, Patti, & Kim, 2008;Kitchen & Schultz, 2009;Kliatchko, 2008Kliatchko, , 2009Schultz & Patti, 2009;and Zahay, Mason, & Schibrowsky, 2009). Among the more interesting is the following:…”

Metodología de evaluación de brand equity bajo la perspectiva de las comunicaciones integradas de marketing y el Lovemark

“…Kliatchko (2005Kliatchko ( , 2008 Es el concepto y el proceso de administrar estratégicamente los programas de comunicación de marca centrados en audiencias focalizadas, los canales, y orientados a los resultados a través del tiempo. Schultz & Patti (2009). Schultz (1998) El proceso de desarrollo e implementación de distintas formas de programas de comunicación persuasiva con clientes; cuyo objetivo es condicionar de forma directa el comportamiento del público seleccionado para las comunicaciones, convirtiéndose en un proceso que empieza con el consumidor y funciona para determinar y definir cómo se deben desarrollar los programas de comunicación persuasiva.…”