communications (IMC). And while marketing managers still clearly feel that it is a valuable concept and one that will play an increasingly important role in their companies, there is unfortunately a great deal of evidence to suggest that truly integrated marketing communications is the exception rather than a rule” (Percy and Rosenbaum-Elliott, 2012) Introduction Initial discussions on IMC were based on definitions and theoretical understanding, and this discussion is still taking place. IMC or Integrated
As a result of the IMC concept, marketers are increasingly employing several devices which were once the domain of dedicated and specialist companies (Dewhirst & Davis 2005). This concept has been embraced in practice by many companies not only due to the acquisitions and mergers which have resulted in consolidation of the advertising industry but also due to the synergies that have emerged from the integration of the various communication activities within the IMC framework (Dewhirst & Davis
POLITICS…page 90 WHEN YOUR CORE BUSINESS IS DYING…page 66 Y GE SE PA IN DS CK R M WA A 53 www.hbr.org April 2007 58 What Your Leader Expects of You Larry Bossidy 66 Finding Your Next Core Business Chris Zook 78 Promise-Based Management: The Essence of Execution Donald N. Sull and Charles Spinosa 90 The Leadership Team: Complementary Strengths or Conﬂicting Agendas? Stephen A. Miles and Michael D. Watkins 100 Avoiding Integrity Land Mines Ben W. Heineman, Jr.
Management Course: MBA−10 General Management California College for Health Sciences MBA Program McGraw-Hill/Irwin abc McGraw−Hill Primis ISBN: 0−390−58539−4 Text: Effective Behavior in Organizations, Seventh Edition Cohen Harvard Business Review Finance Articles The Power of Management Capital Feigenbaum−Feigenbaum International Management, Sixth Edition Hodgetts−Luthans−Doh Contemporary Management, Fourth Edition Jones−George Driving Shareholder Value Morin−Jarrell Leadership