This research utilized Q Method to learn whether attitudes regarding integrated marketing communication (IMC) among both educators and practitioners are consistent with placing IMC in an inductive or pre-theory stage of development within the theory building-research cycle. The analysis indicates an acceptance of IMC as a valid method of communication management among study participants. However the data is consistent with a negative, or at best ambiguous, conclusion when it comes to placing attitudes regarding IMC in an inductive or pre-theory stage of development within the theory building-research cycle. This then permits the conclusion that IMC at present is a communications management approach, not a nascent communication theory. / Department of Journalism
| Identifer | oai:union.ndltd.org:BSU/oai:cardinalscholar.bsu.edu:handle/188185 |
| Date | January 2006 |
| Creators | Hutson, Jeffrey D. |
| Contributors | McDonald, Becky A. |
| Source Sets | Ball State University |
| Detected Language | English |
| Format | v, 52 leaves : ill. ; 28 cm. |
| Source | Virtual Press |
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