Revisiting the IMC construct: a revised definition and four pillars
Jerry Kliatchko University of Asia and the Pacific
INTRODUCTION
The breadth and depth of academic research in the field of integrated marketing communications (IMC) has come a long way since its initial conceptualisation as a formal field of study in the late 1980s and early 1990s. From the pioneering work of Northwestern University Medill School of Journalism, in cooperation with the American Association of Advertising Agencies (4As) and the Association of National Advertisers in the United States in 1991 to the mid-2000s, scholarly work on IMC has evolved from...