Understanding the diffusion of integrated marketing communications

Dongsub Han, Ilchul Kim and Don E. Schultz

Once again a ‘paradigm shift’ is about to occur, leaving an accepted and acknowledged academic and social frame of standardization, simplification, and specialization totally perplexed.

Understanding The Diffusion Of Integrated Marketing Communications

Ilchul Kim Dongeui UniversityDongsub Han Hanyang UniversityDon E. Shultz Northwestern University

IMC as a field of study is only a decade old, and in spite of the contradictions, in our view, it is still in its introduction or early growth stage. For the most part, we argue that the results of the various studies indicate that there is considerable scope for the expansion and development of truly integrated communication programs in many mar­kets and geographies around the world.

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