IMC: New horizon/false dawn for a marketplace in turmoil?

References

• Cain, P. 2008. Measuring short and long term marketing investments: The Marketing Mix Model. Paper presented at the AMEC conference, March, London.
   Google Scholar
• CIO. 2008. Mobile 2.0: Gen Y embraces mobile social networks. http://www.cio.com/article/371714/ (accessed November 22, 2008).
   Google Scholar
• Cornelissen , J.P. 2001 . IMC and the language of marketing development . International Journal of Advertising , 20 ( 4 ) : 483 – 98 .
   Google Scholar
• Cornelissen , J.P. 2003 . Change, continuity and progress: The concept of IMC and marketing communication practice . Journal of Strategic Marketing , 11 ( 4 ) : 217 – 34 .
   Google Scholar
• Court, D.C., J.W. Gordon, and J. Perry. 2005. Boosting returns on marketing investment. McKinsey Quarterly 2: 36–47. http://www.mckinseyquarterly.com (accessed December 11, 1998).
   Google Scholar
• Elms, S. 2007. The long media tail: Are you wagging it? Or, is it wagging you? Paper presented at Worldwide Multi-Media Measurement, ESOMAR, June, Dublin.
   Google Scholar
• Fasse, J. 2007. This could be heaven: How to measure media in a fragmented world. Paper presented at Worldwide Multi-Media Measurement, ESOMAR, June, Dublin.
   Google Scholar
• Gould , S.J. 2004 . IMC as theory and as a poststructural set of practices and discourse . Journal of Advertising Research , 44 ( 1 ) : 66 – 70 .
   Web of Science ®Google Scholar
• Grove , S.J. , Carlson , L. and Dorsch , M.J. 2007 . Comparing the application of integrated marketing communications (IMC) in magazine ads across product type and time . Journal of Advertising , 36 ( 1 ) : 37 – 54 .
   Web of Science ®Google Scholar
• Keller , K.L. 2001 . Mastering the marketing communications mix: Micro and macro perspectives on IMC programs . Journal of Marketing Management , 17 ( 7/8 ) : 819 – 47 .
   Google Scholar
• Kessler , C. 2004 . Branding in store: Marketing in the 21st century . Journal of Brand Management , 11 ( 4 ) : 261 – 4 .
   Google Scholar
• Kitchen , P.J. , ed. 2008a . Marketing metaphors and metamorphosis , Basingstoke : Palgrave-Macmillan .
   Google Scholar
• Kitchen , P.J. , ed. 2008b . “ An introduction and overview of integrated brand marketing and communications: Challenges and issues ” . Paper presented at the AMEC conference, March, London
   Google Scholar
• Kitchen , P.J. and Li , T. 2005 . Perceptions of IMC: A Chinese AD and PR perspective . International Journal of Advertising , 24 ( 1 ) : 51 – 78 .
   Google Scholar
• Kitchen , P.J. and De Pelsmacker , P. 2005 . IMC: A primer , London : Routledge .
   Google Scholar
• Kotler , P. and Keller , K.L. 2006 . Marketing management , 12th ed. , New Jersey : Pearson Prentice Hall .
   Google Scholar
• Lavidge , R.J. and Steiner , G.A. 1961 . A model for predictive measurements of advertising effectiveness . Journal of Marketing , 25 ( 6 ) : 59 – 62 .
   Web of Science ®Google Scholar
• Leaders Forum. 2008. Addressed many of the issues concerning the paradigm of push–pull marketing. February 25–7. http://www.the-dma.org/conferences/dmaleadersforum/ (accessed March 1, 2008).
   Google Scholar
• Lindeman, J. 2008. Building brand value through integrated marketing. Paper presented at the AMEC conference, March, London.
   Google Scholar
• Masker , S.J. and Somosa , T. 2004 . Marketing to teens online . McKinsey Quarterly , : 4 – 9 .
   Google Scholar
• Moutinho, L. 2008. The branding and marketing communication molecule. Invited keynote address presented to staff and students at the Centre for Marketing, Communications, and International Strategy (CMCIS), May, University of Hull.
   Google Scholar
• Patti , C. 2006 . IMC: A new discipline with an old learning approach . Journal of Advertising , 34 : 7 – 9 .
   Google Scholar
• Peppers , D. and Rogers , M. 2001 . The one-to-one future: Building relationships one customer at a time , London : Piakus .
   Google Scholar
• Schultz , D.E. 2004a . IMC receives more appropriate definition . Marketing News , 38 ( 15 ) : 8 – 9 .
   Google Scholar
• Schultz , D.E. 2004b . More questions than answers . Marketing Management , 13 ( 1 ) : 10 – 11 .
   Google Scholar
• Schultz , D.E. 2006a . Integration's new role focuses on customers . Marketing News , 40 ( 15 ) : 8
   Google Scholar
• Schultz , D.E. 2006b . IMC is do or die in new pull marketplace . Marketing News , 40 ( 13 ) : 7
   Google Scholar
• Schultz , D.E. and Schultz , H. 2003 . IMC: The next generation , New York : McGraw Hill .
   Google Scholar
• Sheth , J.N. and Sisodia , R.S. 2007 . Does marketing need reform? Fresh perspectives on the future , Boston : M.E. Sharpe .
   Google Scholar