Integrated Marketing Communications: Practice Leads Theory
Philip J. KitchenUniversity of Hull, UK and ESC Rennes, France
Ilchul KimDongeui University, South Korea
Don E. SchultzNorthwestern University
INTRODUCTION
The uses of integrated marketing communications (IMC) are widespread and varied. Throughout the world, a variety of concepts, approaches, methodologies, and applications exist around the mean that academic agreement is difficult. Yet, in spite of the continuing theoretical confusion, a large numbers of agencies and marketing organizations continue to deploy “integrated marketing” or “integrated marketing communication” programs. In a 2004 study, 89 percent of nearly 300 U.S.-based marketing decision makers reported...