Integrated Marketing Communications: Practice Leads Theory
Philip J Kitchen, Ilchul Kim and Don E Schultz
In the last 20 years, the integration of marketing functions has moved from theory to practice. Its specific applications may vary from market to market—indeed, from enterprise to enterprise—but integrated marketing communications (IMC) programs have become standard for marketing organizations, agencies, and the academic community.
Integrated Marketing Communications: Practice Leads Theory
Philip J. KitchenUniversity of Hull, UK and ESC Rennes, France
Ilchul KimDongeui University, South Korea
Don E. SchultzNorthwestern University
INTRODUCTION
The uses of integrated marketing communications...
