ABSTRACT
Is integrated marketing communications (IMC) a new horizon or simply another false dawn for marketing communications that has failed to live up to its promises? This issue becomes critical in a marketplace in economic turmoil. Two leading IMC researchers and writers argue for a totally new view and a new agenda for IMC going forward to match the new economic realities faced by marketing organizations. Their views are driven by marketplace, consumer and technology changes enhanced by increasing globalization and a shift of marketplace power to the consumer, all heavily influenced by the current economic conditions.
