Perceptions Of IMC After A Decade Of Development: Who's At The Wheel, And How Can We Measure Success?

William N. Swain
University of Louisiana


Spawned circa 1990 by marketing communica­tion academics and practitioners looking for a new paradigm or theory to keep pace with soci­etal developments and media technology in the 21st century, Integrated Marketing Communication (IMC) remains controversial. Advances in scholarship and reported applications of IMC in the last decade leave room for differences of opin­ion about whether IMC is an accepted marketing practice, either above or on the same footing with advertising and public relations (see, for example, Gornelissen and Lock, 2000; Schultz and Kitchen, 2000). Gontroversy persists about the definition of IMC, about who should lead its implementation, and about methods of measuring its success.