Is Management Involvement in Integrated Marketing Communications Reasonable?

Part of the European Advertising Academy book series (EAA, volume 5)


From 1989, when researchers at Northwestern University developed the first definition of integrated marketing communications (IMC), this concept evolved from tactical coordination of marketing communication activities to strategic, measurable, customer-oriented approach in integrated communication planning.


Market Performance Business Performance Marketing Communication Advertising Research Brand Communication 
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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Faculty of Economics, MarketingUniversity of LjubljanaLjubljanaSlovenia
  2. 2.PanteaPostojnaSlovenia

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