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IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift

Published online by Cambridge University Press:  07 May 2004

STEPHEN J. GOULD
STEPHEN J. GOULD
Affiliation:
Zicklin School of Business, Baruch College, CUNY [email protected]
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Abstract

As evidenced in this issue, IMC remains a controversial theoretical concept in terms of generalizing what it is and what it does. However, if IMC is viewed from a different paradigmatic perspective on theory, namely that of poststructuralism, then we might consider it as a set of contingently framed practices and discourses where localized, particular practitioner interpretations are just as important as general theoretic ones. When viewed this way, IMC emerges as a powerful tool that guides practitioners in developing and implementing marketing communications programs even if they apply it in disparate ways according to their own specific understandings and circumstances.

Type
Research Article
Information
Journal of Advertising Research , Volume 44 , Issue 1 , March 2004 , pp. 66 - 70
Copyright
© Copyright © 1960-2004, The ARF

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References

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