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

Gayle Kerr, Don Schultz, Charles H Patti and Ilchul Kim

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 Patti...

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