An inside-out approach to integrated marketing communication

  title={An inside-out approach to integrated marketing communication},
  author={Gayle Kerr and Don Edwards Schultz and Charles H. Patti and Ilchul Kim},
  journal={International Journal of Advertising},
  pages={511 - 548}
The ‘inside-out’ approach used in this paper describes the implied educators’ perceptions of integrated marketing communication (IMC). From an analysis of 87 IMC course syllabi from six countries, and in-depth conversations with IMC programme directors and developers, we sought to determine whether those who teach IMC have reached a consensus on what IMC is; whether they embrace, reject or simply tolerate this new discipline area; and, specifically, how they are presenting IMC to the next… 
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