Examining the status of integrated marketing communications and the factors that influence and are affected by it (Case study: Mellat Bank)

Document Type : literature review


  1. Moffat, J., & Luck, E. (2009). IMC: Has Anything Really Changed? A New Perspective on an Old Definition. Marketing Communication, 15, 311- 325.
  2. Nalka, C. (2009). Flexible Models of Integrated Marketing Communication Effects. A Thesis Submitted to Mcgill University in Partial Fulfillment of the Requirements of, The Degree of Doctor of Philosophy.
  3. Reid, M., Luxton, S., & Mavondo, F. (2005). The Relationship between Integrated Marketing Communication Market Orientation, and Brand Orientation. Advertising, 34, 11-15.
  4. Reid, M. (2002). Building Strong Brands Throughthe Management of Integrated Marketing Communications.Wine Marketing International, 14, 1- 37.
  5. Reid, M. (2005). Performance Auditing of Integrated Marketing Communication (IMC) Actions and Outcomes. Journal of Advertising, 34, 1- 41