The internal and external challenges facing clients in implementing IMC

Kathleen Mortimer, Sally Laurie

Research output: Contribution to Journal › Article

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

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Integrated marketing communications
Social exchange theory
Decision making
Shortage
Change management

Keywords

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

Cite this

Mortimer, Kathleen ; Laurie, Sally. / The internal and external challenges facing clients in implementing IMC. In: European Journal of Marketing. 2017 ; Vol. 51, No. 3. pp. 511-527.
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Mortimer, K & Laurie, S 2017, 'The internal and external challenges facing clients in implementing IMC', European Journal of Marketing, vol. 51, no. 3, pp. 511-527. https://doi.org/10.1108/EJM-08-2015-0621

The internal and external challenges facing clients in implementing IMC. / Mortimer, Kathleen; Laurie, Sally.

In: European Journal of Marketing, Vol. 51, No. 3, 23.02.2017, p. 511-527.

Research output: Contribution to Journal › Article

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Mortimer K, Laurie S. The internal and external challenges facing clients in implementing IMC. European Journal of Marketing. 2017 Feb 23;51(3):511-527. https://doi.org/10.1108/EJM-08-2015-0621

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