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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 Stephen_Gould@baruch.cuny.edu
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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.

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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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