A Response to 'Theoretical Concept or Management Fashion'
两位整合营销传播知名学者回应Cornelissen和Lock的观点，反驳其认为IMC是管理时尚而非发展中的学术理论的说法。
<h3>ABSTRACT</h3> This paper, by two well known writers on IMC (Integrated Marketing Communications), is a response to Cornelissen and Lock (ref 34845, JAR Sept/Oct 2000), which contends that IMC is a management fashion rather than a developing academic theory. They refute the contention.