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

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  • GOULD, STEPHEN J.

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.

Suggested Citation

  • Gould, Stephen J., 2004. "IMC as Theory and as a Poststructural Set of Practices and Discourses: A Continuously Evolving Paradigm Shift," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 66-70, March.
    • Handle: RePEc:cup:jadres:v:44:y:2004:i:01:p:66-70_04
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    Cited by:

    1. Nina Hočevar & Vesna Žabkar & Damijan Mumel, 2007. "Effects of top management involvement in integrated marketing communications," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 19(2), pages 159-171.
    2. Michaela Jackson & Paul Harrison & Boyd Swinburn & Mark Lawrence, 2015. "Marketing ethics in context: the promotion of unhealthy foods and beverages to children," Chapters, in: Handbook on Ethics and Marketing, chapter 17, pages 354-386, Edward Elgar Publishing.
    3. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    4. Oancea Olimpia Elena Mihaela & Brinzea Victoria Mihaela, 2015. "Evolution Of The Main Models Of Integrated Marketing Communications Who Have The Role To Influence Consumer Buying Behavior," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 251-258, February.

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