Understanding the Development and Diffusion of Integrated Marketing Communications (Imc): A Metaphorical Perspective

NRG Working Paper No. 06-02

Posted: 21 Apr 2006

See all articles by Joep P. Cornelissen

Joep P. Cornelissen

Independent

Lars T. Christensen

University of Southern Denmark

Pieter Vijn

Nyenrode University

Date Written: January 2006

Abstract

In recent years, theoretical commentaries and empirical research on the concept of Integrated Marketing Communications (IMC) have been concerned with its development and specification as a theoretical construct, and its diffusion among academics and practitioner populations across the globe. In this paper, we advance and elaborate upon the argument that the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor. Particularly, we propose that IMC is understood through three core metaphors or metaphorical projections: discourse, system and practice. Together, these three metaphors account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature. The implications of this metaphorical view of IMC for marketing communications theory and practice are discussed.

Keywords: Integrated Marketing Communications, IMC, metaphor, trope, discourse, system, practice

Suggested Citation

Cornelissen, Joep P. and Christensen, Lars T. and Vijn, Pieter, Understanding the Development and Diffusion of Integrated Marketing Communications (Imc): A Metaphorical Perspective (January 2006). Available at SSRN: https://ssrn.com/abstract=896676

Joep P. Cornelissen (Contact Author)

Independent

No Address Available

Lars T. Christensen

University of Southern Denmark ( email )

5000 Odense
Denmark

Pieter Vijn

Nyenrode University ( email )

Straatweg 25
3621 BG BREUKELEN
Netherlands

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