Special Section on IMC: A Multi-country Comparison of the Drive for IMC

Philip J Kitchen and Don E Schultz

This paper considers Integrated Marketing Communications, and its development in an international five-nation scenario (all English speaking).

A Multi-country Comparison of the Drive for IMC

Philip J. KitchenQueen's University, Belfast, UK and Research Centre for Corporate and MarketingandDon E. SchultzNorthwestern University and Agora Inc.

The study of IMC, in any theoretical sense, as compared to the practitioner studies which went before, had its beginnings with the Medill School of Journalism at Northwestern University. Here a keynote study led by Caywood et al. (1991) sought to analyze, purely from a US perspective, how the subject was developing within one country. Since then, numerous papers, research centers, and learned writings on the topic have begun...

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