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| Topic: |
Business
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| Number of pages / Number of words: |
16 / 4444 |
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The American Marketing Association (2005) have intermittently been changing their definitions of ‘marketing’ for many years now. Academics have also been providing conflicting definitions and views (Wilkie & Moore; 2007; Gundlach, 2004: Gummesson, 2005). Yet why is marketing not seen as a management fashion or fad? Why is its definition ambiguity not seen as a constraint?
Technologies, business channels, processes and stakeholders are rapidly changing; new issues that effect brand equity and stakeholders are becoming complicated; e...
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sustainability, the environment and corporate social responsibility so it makes sense that the definition of IMC must also be constantly redefined: from a management fashion (Cornelissen & Lock, 2000), to a process that is still evolving (Duncan & Mulhern: White Paper, 2004); from a driver of competitive advantage (Kitchen et al 2004) to 360-degree branding (Kliatcho 2005) from a market-oriented and brand-oriented approach (Reid et al, 2005) to strategic and financial integration (Kliatchko, 2008)...
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