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Some General Observations About Research on Integrated Marketing Communications |
Richard J. LutzUniversity of Florida
The purpose of this chapter is to provide a summary reaction to the chapters presented during the second day of the conference. Rather than discuss my reactions to each individual chapter, I have attempted to organize my thoughts into some general themes that run through the entire set of chapters. In so doing, I have on occasion overstepped my bounds, so to speak, by incorporating a few particularly pertinent chapters from the first day of the conference. Additionally, I have taken the liberty of going beyond the chapters in several instances, using the many good ideas expressed in them as springboards for my own thoughts ...
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