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Guest Editorial

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

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Pages 75-84 | Published online: 25 Jun 2009

References

  • Drucker , P. 1954 . The practice of management , New York : HarperCollins .
  • 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.
  • Kerr , G.F. , Waller , G. and Patti , C.H. 2009 . “ An inside-out approach to integrated marketing communication: An international analysis ” . International Journal of Advertising (forthcoming).
  • Schultz , D.E. , Kerr , G.F. , Patti , C.H. and Kim , I. 2007 . In search of a theory of integrated marketing communications . Journal of Advertising Education , 11 ( 2 ) : 32 – 48 .
  • Schultz , D.E. , Tannenbaum , S. and Lauterborn , R.F. 1993 . Integrated marketing communication: Pulling it together and making it work , New York : McGraw-Hill .

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