Revisiting the IMC construct: a revised definition and four pillars

This paper re-examines a definition of integrated marketing communications (IMC) previously published in this journal, and proposes a revision to that original definition.

Revisiting the IMC construct: a revised definition and four pillars

Jerry Kliatchko University of Asia and the Pacific


The breadth and depth of academic research in the field of integrated marketing communications (IMC) has come a long way since its initial conceptualisation as a formal field of study in the late 1980s and early 1990s. From the pioneering work of Northwestern University Medill School of Journalism, in cooperation with the American Association of Advertising Agencies (4As) and the Association of National Advertisers in the United States in 1991 to the mid-2000s, scholarly work on IMC has evolved from...

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