The evolution of IMC: IMC in a customer-driven marketplace

Journal of Marketing Communications

Volumn 15, Issue 2-3, 2009, Pages 75-84

  Schultz, Don E ^a   Patti, Charles H ^b  

^a NORTHWESTERN UNIVERSITY   (United States)

^b UNIVERSITY OF DENVER   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 70449730781     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260902757480     Document Type: Editorial

References (5)

1. Drucker, P. 1954. The practice of management. New York: HarperCollins.
2. Kerr, G.F., C.H. Patti, and M. Chien. 2004. Integrated marketing communication (IMC): A new discipline with an old learning approach: A syllabi analysis. In Proceedings, Australia and New Zealand Marketing Academy Conference, November, pp. 44-51.
3. Kerr, G.F., G. Waller, and C.H. Patti. 2009. An inside-out approach to integrated marketing communication: An international analysis. International Journal of Advertising (forthcoming).
4. Schultz, D.E., G.F. Kerr, C.H. Patti, and I. Kim. 2007. In search of a theory of integrated marketing communications. Journal of Advertising Education 11, no. 2: 32-48.
5. Schultz, D.E., S. Tannenbaum, and R.F. Lauterborn. 1993. Integrated marketing communication: Pulling it together and making it work. New York: McGraw-Hill.