Understanding the diffusion of integrated marketing communications

Journal of Advertising Research

Volumn 44, Issue 1, 2004, Pages 31-45

  Kim, Ilchul ^a   Han, Dongsub ^b,d   Schultz, Don E ^c,e  

^a Dong Eui University   (South Korea)

^b Hanyang University   (South Korea)

^c NORTHWESTERN UNIVERSITY   (United States)

^d Korea Academy of Broadcasting Studies   (South Korea)

^e Global Marketing Consultancy Agora Inc   (United States)

Author keywords

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Indexed keywords

EID: 24644490491     PISSN: 00218499     EISSN: None     Source Type: Journal    
DOI: 10.1017/S0021849904040024     Document Type: Article

References (14)

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3. CHEIL AD Co. Advertising Yearbook (in Korean). Seoul: Korea Federation of Advertising Associations, 1996.
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10. NATIONAL COMPUTERIZATION AGENCY. [URL:www.nca.or.kr/~report], 1991.
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12. SCHULTZ, DON E. "View of Integrated Marketing Communications, Agora, Inc. and North western Univ. Has Become a Global Concept." Ad Age, February 1996.
13. _, STANLEY L. TANNENBAUM, and ROBERT F. LAUTERBORN. The New Marketing Paradigm: Integrated Marketing Communication. NTC, 1992.
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