Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing

John A. Schibrowsky, James W. Peltier and Don E Schultz

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness.

Interactive Integrated Marketing Communication:

Combining The Power Of IMC, The New Media And Database Marketing

James W. PeltierUniversity of WisconsinJohn A. SchibrowskyUniversity of Nevada andDon E. Schultz Northwestern University

Introduction

Over the past decade, understanding the conceptual and strategic ramifications of integrated marketing communication (IMC) has become an increasingly important topic in both the academic and advertising communities. Broadly defined, IMC is a concept of marketing communication planning that recognises the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to...

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