Integrated marketing communications. What is it and why are companies working that way?

Don Schultz and Philip Kitchen

This paper concerns the evolution of integrated marketing communications (IMC) from a theoretical and practical perspective and provides empirical evidence from an exploratory study of integrated marketing communications within a judgement sample of British advertising agencies (total estimated billings - £3.5 billion).

Integrated marketing communications. What is it and why are companies working that way?

Philip J. Kitchen, Strathclyde University; Marketing Department,United Kingdom andDon E. Schultz, Northwestern University, Medill School of Journalism, United States.

INTRODUCTION

This paper is one of a series relating to a continuing, now becoming worldwide, investigation of the emergent concept of integrated marketing communications. The original research in this field commenced in 1991 by faculty at the Medill School of Journalism, Northwestern University, United States (Caywood et al, 1991). This paper extends knowledge on how the concept of integrated marketing communications is diffusing...

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