IMC – an integrative review

Tafesse, W; Kitchen, PJ

Abstract

This paper reviews and integrates extant work in the integrated marketing communication (IMC) literature. With this in mind, three alternative and widely disseminated conceptual frameworks proposed in the IMC literature are employed as a starting point. The review locates important points of theoretical intersection among these three frameworks, and drawing on the wider literature, develops and cross-fertilizes them into IMC constructs. The review then combines the constructs into an integrative framework by proposing theory-driven relationships and formalizing them using testable propositions. The final outcome offers a clearer synthesis and re-conceptualization of IMC.

Citation

Tafesse, W., & Kitchen, P. (2016). IMC – an integrative review. International Journal of Advertising, 36(2), 210-226. https://doi.org/10.1080/02650487.2015.1114168

• Journal Article Type: Article
• Acceptance Date: Oct 26, 2015
• Online Publication Date: Jan 4, 2016
• Publication Date: Jan 4, 2016
• Deposit Date: Oct 24, 2017
• Journal: International Journal of Advertising
• Print ISSN: 0265-0487
• Publisher: Routledge
• Volume: 36
• Issue: 2
• Pages: 210-226
• DOI: https://doi.org/10.1080/02650487.2015.1114168
• Publisher URL: http://dx.doi.org/10.1080/02650487.2015.1114168
• Related Public URLs: http://www.tandfonline.com/toc/rina20/current