A Marketing Management View of Integrated Marketing Communications
研究了消费品、企业、服务和零售四类组织中广告和营销高管对整合营销传播（IMC）的投入、活动协调与来源，发现IMC虽重要但许多先前报告的信息不准确，强调需尊重不同营销者的差异。
A number of inconsistencies have arisen as a result of articles published about integrated marketing communications (IMC) in recent years. In an attempt to shed new light on some of these inconsistencies and related issues, this articles treats the findings of a study among advertising and marketing executives in consumer, business, service, and retail organizations. Specific topics addressed among the four distinct business types include the time and attention devoted to IMC and other communication subjects, various IMC activities considered in campaign planning, the extent to which IMC activities are coordinated, and where IMC activities are sourced. While this study confirms that the subject of IMC is of substantial importance, little else conforms with information previously reported. Of cardinal importance is the need to respect the differences of various types of marketers in planning marketing communication activities.