A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept

M. McGrath, John

doi:10.1080/1352726042000333199

Public

A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept

Published in Journal of Marketing Communications • Sep 1, 2005

Authors:

John M. McGrath

Abstract

This article describes a pilot study testing some aspects of the integrated marketing communications concept. The study is timely and relevant to the field because it employs an empirical approach to addressing the heated controversy over the validity of the integrated marketing communications conce...

Subject

Integrated marketing communications

Marketing communication

Empirical research

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