The internal and external challenges facing clients in implementing IMC

Research output: Contribution to JournalArticlepeer-review


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
Issue number3
Early online date23 Feb 2017
Publication statusE-pub ahead of print - 23 Feb 2017


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


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