Understanding the development and diffusion of integrated marketing communications (IMC) : A metaphorical perspective

In recent years, theoretical commentaries and empirical research on the concept of Integrated Marketing Communications (IMC) have been concerned with its development and specification as a theoretical construct, and its diffusion among academics and practitioner populations across the globe. In this paper, we advance and elaborate upon the argument that the development and diffusion of IMC, including its diverse interpretations and uses, can be understood by seeing and understanding IMC as a metaphor. Particularly, we propose that IMC is understood through three core metaphors or metaphorical projections: discourse, system and practice. Together, these three metaphors account for the diverse interpretations of IMC and its expansive diffusion within the marketing communications literature. The implications of this metaphorical view of IMC for marketing communications theory and practice are discussed