IMC - An integrative review

Wondwesen Tafesse, Philip J. Kitchen

Research output: Contribution to journalReview articlepeer-review

39 Citations (Scopus)


This paper reviews and integrates extant work in the integrated marketing communication (IMC) literature. With this in mind, three alternative and widely disseminated conceptual frameworks proposed in the IMC literature are employed as a starting point. The review locates important points of theoretical intersection among these three frameworks, and drawing on the wider literature, develops and cross-fertilizes them into IMC constructs. The review then combines the constructs into an integrative framework by proposing theory-driven relationships and formalizing them using testable propositions. The final outcome offers a clearer synthesis and reconceptualization of IMC.

Original languageEnglish
Pages (from-to)210-226
Number of pages17
JournalInternational Journal of Advertising
Issue number2
Publication statusPublished - 2017
Externally publishedYes


  • Conceptual framework
  • IMC
  • Integrated marketing communication (IMC)
  • Integrated review

ASJC Scopus subject areas

  • Communication
  • Marketing


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