The internal and external challenges facing clients in implementing IMC

Kathleen Mortimer; Sally Laurie

doi:10.1108/EJM-08-2015-0621

The internal and external challenges facing clients in implementing IMC

Research output: Contribution to Journal › Article › peer-review

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 language	English
Pages (from-to)	511-527
Number of pages	17
Journal	European Journal of Marketing
Volume	51
Issue number	3
Early online date	23 Feb 2017
DOIs	https://doi.org/10.1108/EJM-08-2015-0621
Publication status	E-pub ahead of print - 23 Feb 2017

Keywords

Advertising agencies
Barriers
Change management
Clients
Corporate communications
Integrated marketing communications

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Kathleen Mortimer
- kathleen.mortimer@northampton.ac.uk
- University of Northampton, Marketing & Entrepreneurship - Senior Lecturer in Business
- University of Northampton, Centre for Health Sciences and Services
- Centre for Sustainable Business Practices
- China and Emerging Economies Centre
Person: Academic

Cite this

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The internal and external challenges facing clients in implementing IMC

Abstract

Keywords

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Kathleen Mortimer

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