Editorial: IMC's fuzzy picture: Breakthrough or breakdown?

Journal of Advertising Research

Volumn 44, Issue 1, 2004, Pages 1-2

  Cook, William A ^a  

^a The ARF

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Indexed keywords

EID: 24644491169     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040218     Document Type: Editorial

References (2)

1. CORNELISSEN, JOEP P., and ANDREW R. LOCK. "Theoretical Concept or Management Fashion? Examining the Significance of IMC." Journal of Advertising Research 40, 5 (2000): 7-15.
2. SCHULTZ, D. E., and P. J. KITCHEN. Communicating Globally: An Integrated Marketing Approach. London: Macmillan Press Ltd., 2000.