The Evolution of Integrated Marketing Communications

Don E. Schultz, Emeritus Professor-in-Service, The Medill School, Northwestern University is generally acknowledged as the founding father of Integrated Marketing Communication (IMC). He was the founding editor of the Journal of Direct Marketing, has researched and written extensively in the trade and academic press, while publishing 24 books and over 150 journal articles. Charles H. Patti, James M. Cox Professor of Customer Experience Management, University of Denver, and Professor Emeritus, Queensland University of Technology (Brisbane, Australia). He is the author of ten books and dozens of articles, book chapters, and cases on integrated marketing communication, marketing management, and customer experience. He serves on thirteen editorial boards and was named the Marketing Educator of the Year by the Marketing Educators’ Association. Philip J. Kitchen is Dean of the Faculty of Business and Professor of Marketing at Brock University in Canada. Previously he has held Professorships at Hull University and Queen’s University, UK. He is the Founder and current Editor of the Journal of Marketing Communications (Taylor & Francis). He has published 13 books, and over 100 academic journal articles. He is also Associate Professor of Marketing at ESC Rennes, France.

1. Introduction: The evolution of IMC: IMC in a customer-driven marketplace Don E. Schultz and Charles H. Patti 2. Integrated marketing communications: From media channels to digital connectivity Frank Mulhern 3. Integrated marketing communications measurement and evaluation Michael T. Ewing 4. Apples, oranges and fruit salad: A Delphi study of the IMC educational mix Gayle Kerr 5. Building strong brands in a modern marketing communications environment Kevin Lane Keller 6. The primacy of the consumer in IMC: Espousing a personalist view and ethical implications Jerry G. Kliatchko 7. Rethinking marketing communication: From integrated marketing communication to relationship communication Åke Finne and Christian Grönroos 8. IMC: New horizon/false dawn for a marketplace in turmoil? Philip J. Kitchen and Don E. Schultz