Interactive Integrated Marketing Communication:
Combining The Power Of IMC, The New Media And Database Marketing
James W. PeltierUniversity of WisconsinJohn A. SchibrowskyUniversity of Nevada andDon E. Schultz Northwestern University
Introduction
Over the past decade, understanding the conceptual and strategic ramifications of integrated marketing communication (IMC) has become an increasingly important topic in both the academic and advertising communities. Broadly defined, IMC is a concept of marketing communication planning that recognises the added value of using a comprehensive plan to evaluate the strategic roles of a variety of communication disciplines. It combines these disciplines to...