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But perhaps not to those in practice, which I will discuss later through my case study.
Therefore, ironically, for a paradigm or pre-paradigm (Kitchen & Schultz, 2000) that promulgates ‘once voice’ and a ‘consistent approach in communication, IMC fails to practice what it preaches, with many voices and opinions creating ‘IMC theory noise’, the very noise its integrated application claims to penetrate and conquer; the very noise which us Generation 'Y' marketeers must contend with every day. Therefore I will attempt to filter this noise and come to some conclusions. In this paper I will speak of the positives and negatives in assuming an IMC mindset from the theory as well analysing the barriers impeding its full adoption in practice and then why various levels of integration are apparent within the market...
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