Author Question: Which of the following has NOT been a reason for the reluctance to change from a single-function, ... (Read 58 times)

drink · **on:** Jun 28, 2018

Which of the following has NOT been a reason for the reluctance to change from a single-function, specialist model to an IMC model?
a. no way to assess the effectiveness of integration
b. managerial parochialism
c. fear that change might lead to possible budget cutbacks in their areas of control
d. reluctance of agencies to broaden their function beyond the one aspect of marketing communications in which they have developed expertise and built their reputations
e. fear of reduction in authority and power

Question 2

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.
a. True
b. False
Indicate whether the statement is true or false