An inside-out approach to integrated marketing communication: an international analysis

The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of integrated marketing communication (IMC).

An inside-out approach to integrated marketing communication: an international analysis

Gayle KerrSchool of Advertising, Marketing and Public Relations, Queensland University of Technology

Don SchultzThe Medill School, Northwestern University

Charles PattiUniversity of Denver

Ilchul KimSchool of Communications, Dongeui University


For the past decade, academics and practitioners alike have looked to research, textbooks, shared knowledge through conferences and seminars and field practice to define and apply integrated marketing communication (IMC) – that is, what it is, how it works in practice, and what it might most contribute to marketing communication and brand development in the future. Descriptive...

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