Hostname: page-component-7c8c6479df-hgkh8 Total loading time: 0 Render date: 2024-03-19T08:44:54.870Z Has data issue: false hasContentIssue false

IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift

Published online by Cambridge University Press:  07 May 2004

STEPHEN J. GOULD
Affiliation:
Zicklin School of Business, Baruch College, CUNY Stephen_Gould@baruch.cuny.edu
Get access

Abstract

As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does. However, if IMC is viewed from a different paradigmatic perspective on theory, namely that of poststructuralism, then we might consider it as a set of contingently framed practices and discourses where localized, particular practitioner interpretations are just as important as general theoretic ones. When viewed this way, IMC emerges as a powerful tool that guides practitioners in developing and implementing marketing communications programs even if they apply it in disparate ways according to their own specific understandings and circumstances.

Type
Research Article
Copyright
© Copyright © 1960-2004, The ARF

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

REFERENCES

Boje, David M.Stories of the Storytelling Organization: A Postmodern Analysis of Disney as ‘Tamara-Land.’Academy of Management Journal 38, 4 (1995): 9971035.Google Scholar
Cornelissen, Joep P., and Andrew R. Lock. “Theoretical Concept or Management Fashion? Examining the Significance of IMC.” Journal of Advertising Research 40, 5 (2000): 715.Google Scholar
Gould, Stephen J.The State of IMC Research and Applications.” Journal of Advertising Research 40, 5 (2000): 2223.Google Scholar
Gould, Stephen J., Dawn B. Lerman, and Andreas F. Grein. “Globally Integrated Marketing Communications: A Study of U.S.-Based, Multinational Advertising Agency Executives' Perceptions and Practices.” Journal of Advertising Research 39, 1 (1999): 720.Google Scholar
Grein, Andreas F., and Stephen J. Gould. “Globally Integrated Marketing Communications.” Journal of Marketing Communications 2, 3 (1996): 14158.Google Scholar
Holt, Douglas B.Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in Postmodernity.” Journal of Consumer Research 23, 4 (1997): 32650.Google Scholar
Kim, Ilchul, Dong-Sub Han, and Don E. Schultz. “Understanding the Diffusion of Integrated Marketing Communications.” Journal of Advertising Research 44, 1 (2004): 3246.Google Scholar
Kitchen, Philip J., Joanne Brignell, Tao Li, and Graham Spickett Jones. “The Emergence of IMC: A Theoretical Perspective.” Journal of Advertising Research 44, 1 (2004): 2031.Google Scholar
Kuhn, Thomas S. The Structure of Scientific Revolutions. Chicago, IL: University of Chicago Press, 1962.
Schulz, Don E., and Philip J. Kitchen. “A Response to ‘Theoretical Concept or Management Fashion?’Journal of Advertising Research 40, 5 (2000): 1721.Google Scholar
Sheth, Jagdish N.From International to Integrated Marketing.” Journal of Business Research 51, 1 (2001): 59.Google Scholar
Swain, William N.Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?Journal of Advertising Research 44, 1 (2004): 4766.Google Scholar
Warner, Fara. “Agnostic Ad Agency Finds Niche.” New York Times, October 30, 2003.