The internal and external challenges facing clients in implementing IMC

Research output: Contribution to JournalArticle

Abstract

Although integrated marketing communication (IMC) is generally accepted as the way forward by academics and practitioners, there is a shortage of research into the challenges that clients face in implementing the process, particularly in the UK. This paper aims to address these issues by examining how UK clients perceive the barriers to implementation, with reference to the conflict theory of decision-making and the social exchange theory from the change management literature.
Original languageEnglish
Pages (from-to)511-527
Number of pages17
JournalEuropean Journal of Marketing
Volume51
Issue number3
Early online date23 Feb 2017
DOIs
Publication statusPublished - 23 Feb 2017

Keywords

  • Advertising agencies
  • Barriers
  • Change management
  • Clients
  • Corporate communications
  • Integrated marketing communications

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