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Published in:
2017 | OriginalPaper | Chapter
Examining the Mediating Role of Integrated Marketing Communication on the Relationship between Adhocracy Culture and Brand Advantage
Authors : Lucia Porcu, Salvador del Barrio-García, Juan Miguel Alcántara-Pilar, Esmeralda Crespo-Almendros
Published in: Advances in Advertising Research (Vol. VII)
Publisher: Springer Fachmedien Wiesbaden
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Despite over twenty years of intense academic research on Integrated Marketing Communication (IMC), this concept “continues to stir debate, discussion and, in some cases, confusion” (Kliatchko and Schultz, 2014, p. 373). Several authors (Kliatchko, 2008; Porcu, Del Barrio-García and Kitchen, 2012) have highlighted the lack of consensus among academics over the definition of IMC. Since its very emergence, the IMC concept has expanded from a narrowly focused marketing communications approach to a more holistic ‘firm-wide’ organisational perspective (Duncan and Moriarty, 1998; Cook, 2004; Christensen, Firat and Torp, 2008; Muñoz-Leiva, Porcu and Del Barrio-García, 2015).