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Abstract A key element of integrated marketing communications (IMC) which has been relatively ignored is that of the organizational integration between agency and client. This paper suggests that such organizational integration is key to effective IMC and through the joint consideration of agency and interorganizational theories explores its possible underpinnings and dynamics. Based on their competing and yet complementary explanations of the agency-client relationship, propositions are offered and implications for management and research are drawn.
Gould et al. (Mon,) studied this question.