Use only section 2 in the journals That are attached
These are the themes that I want to use in the discussion Themes: the definition of IMC, cost of IMC, and the users and non-users of IMC (meaning the difference between business that use IMC and those who dont).
These are more sources if needed
Manser Payne, E., Peltier, J.W. & Barger, V.A. (2017) Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of research in interactive marketing. 11 (2), 185197. doi:10.1108/JRIM-08-2016-0091.
Keller, K.L. (2016) Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of advertising. 45 (3), 286301. doi:10.1080/00913367.2016.1204967.
Pimentel, P.C., Gomes, P.M.L. & Didonet, S.R. (2023) Dealing with Integrated Marketing Communications Paradoxes in Social Ventures. Journal of nonprofit & public sector marketing. 35 (4), 354390. doi:10.1080/10495142.2021.1954130.
Suay-Pérez, F., Penagos-Londoño, G.I., Porcu, L. & Ruiz-Moreno, F. (2022) Customer perceived integrated marketing communications: A segmentation of the soda market. Journal of marketing communications. 28 (4), 448464. doi:10.1080/13527266.2021.1915853.
Laurie, S. & Mortimer, K. (2019) How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of marketing management. 35 (34), 231252. doi:10.1080/0267257X.2019.1576755.
