EDITORIAL
Editorial: IMC's Fuzzy Picture: Breakthrough or Breakdown?
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- 04 May 2004, pp. 1-2
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Research Article
The Role of Transactional versus Relational Data in IMC Programs: Bringing Customer Data Together
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- 06 May 2004, pp. 3-18
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The Emergence of IMC: A Theoretical Perspective
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- 06 May 2004, pp. 19-30
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Understanding the Diffusion of Integrated Marketing Communications
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- 06 May 2004, pp. 31-45
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Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?
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- 12 May 2004, pp. 46-65
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IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift
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- 07 May 2004, pp. 66-70
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Better Practices in Advertising Can Change a Cost of Doing Business to Wise Investments in the Business
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- 07 May 2004, pp. 71-89
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Targeting Women's Clothing Fashion Opinion Leaders in Media Planning: An Application for Magazines
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- 12 May 2004, pp. 90-107
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Sports Celebrity Influence on the Behavioral Intentions of Generation Y
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- 12 May 2004, pp. 108-118
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The Impact of Trademarks and Advertisement Size on Yellow Page Call Rates
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- 10 May 2004, pp. 119-125
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Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
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- 12 May 2004, pp. 126-142
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Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden
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- 10 May 2004, pp. 143-159
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MANAGEMENT SLANT
Management Slant
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- Published online by Cambridge University Press:
- 10 May 2004, pp. 160-162
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