Theoretical Concept or Management Fashion?
本文审视了整合营销传播（IMC）在营销传播学术研究中的理论地位，指出其作为理论概念尚不明确，但作为一种营销时尚对管理实践有切实影响。
<h3>ABSTRACT</h3> This article looks at the status of IMC (Integrated Marketing Communications) as a theory within the academic study and discipline of marketing communications, and its relationships with, and influence upon its practice. The authors conclude that IMC as a theoretical concept is ambiguous (thus unproven), but its reality as a marketing fashion (with implications for management techniques) is well founded.