Journal of Advertising

In creating this special issue, we have tried to fill a long-felt need for greater theoretical development in...

Marketing communication plays an important role in building and maintaining stakeholder relationships, and in leveraging these relationships in...

It is now widely accepted that intangible assets provide the most sustainable source of competitive advantage (Barskey and...

Traditionally, academics and practitioners in the field of marketing have supported the notion that marketing communication plays an...

Integrated marketing communications (IMC) has been described as a natural and "inevitable" result of progress in promotional tools...

For practitioners, integrated marketing communication (IMC) has (1) become widely accepted, (2) has pervaded various levels within the...

Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers...

Integrated marketing communication (IMC) has been recognized as "the major communications development of the last decade of the...

Increasingly, marketers are turning to brand histories and historical associations as sources of market value (Penaloza 2000) and...