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
INTRODUCTION
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...