Journal article

Just doing it: theorising integrated marketing communications (IMC) practices

M Ots, G Nyilasy

European Journal of Marketing | Emerald Group Publishing Ltd. | Published : 2017


This paper aims to elaborate on the concept of “integrated marketing communication (IMC) practice” and provide an empirical exposition of how integration is enacted in the lifeworlds of marketing practitioners, drawing from the “practice turn” in management studies. Although IMC is a well-known conceptual idea in academia, there is insufficient theorisation of what it means “to do” IMC. Despite broad acceptance for IMC, there has been scant application of available organisational and sociological theories to illuminate actual IMC practices in the field. Design/methodology/approach: The paper introduces practice theory as a lens through which to study and analyse IMC practices. Using qualitat..

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University of Melbourne Researchers