We Like It, We’re Doing It, But Do We Know What It Is (Yet)? An Exploratory Study of Integrated Marketing Communications

William N. Swain Olga Zatepilina Lisa Chmiola Qian Hua Lisa Moceri Payal Dev [WJMCR 4:4 September 2001] Sections:  Abstract|Introduction|Research Questions|MethodologyDiscussion |Findings |Conclusion Abstract The literature on integrated marketing communication (IMC) in the latter half of the 1990s offers evidence that a debate over the definition of the concept remains unresolved. A survey was conducted in 2001 to investigate perceptions of the status of […]