| 000 -LEADER |
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| fixed length control field |
00925pab a2200169 454500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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180718b2006 xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Agrawal, Anand |
| 245 ## - TITLE STATEMENT |
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| Title |
Integrated marketing communication: need, approaches, and issues - a research perspective |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Date of publication, distribution, etc. |
2006 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
p.57-65. |
| 362 ## - DATES OF PUBLICATION AND/OR SEQUENTIAL DESIGNATION |
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| Dates of publication and/or sequential designation |
Feb |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
This article aims at presenting a bird's eye view on the needs, approaches and issues related to Integrated Marketing Communication (IMC) with a research perspective. This can help the researchers to carry out the literature survey. This account traces the history of IMC and the different needs and models evolved, leading to the use of IMC as a prevalent marketing communication form. Some problems of integration are also discussed in the article. - Reproduced. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Agrawal, Preeti |
| 773 ## - HOST ITEM ENTRY |
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| Main entry heading |
ICFAI Journal of Marketing Management |
| 909 ## - |
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| -- |
68867 |
