Integrated Marketing Communications (IMC): Why Does It Fail? An Analysis of Practitioner Mental Models Exposes Barriers of IMC Implementation
VerifiedAdded on 2023/04/25
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AI Summary
This article explores the reasons behind the failures of IMC implementation. It provides a novel explanation for such failures and uncovers four basic mental models, which, in turn, revealed four aspects of IMC implementation dysfunction: miscommunication, compartmentalization, loss of trust, and decontextualization.
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