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..View full abstract
The authors would like to acknowledge that this research was conducted with financial support from the Carl-Olof & Jenz Hamrin Foundation and the Swedish Retail and Wholesale Development Council.