Values-driven marketing and IMC: How can emerging critical success factors from a values driven marketing approach bridge the divide between brand owners and brand implementers in the effective execution and application of IMC?

Much has been written about the widening rift between brand owners (“clients”) and external brand implementors (“agencies”) in the context of implementing Integrated Media Communications (IMC). In considering four long-term case studies we found four emerging critical success factors that seem to in...

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