RT Journal Article
SR Electronic
T1 Integrated Marketing Communications: Practice Leads Theory
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 531
OP 546
DO 10.2501/S0021849908080513
VO 48
IS 4
A1 Philip J. Kitchen
A1 Ilchul Kim
A1 Don E. Schultz
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/4/531.abstract
AB In the last 20 years, the integration of marketing functions has moved from theory to practice. Its specific applications may vary from market to market—indeed, from enterprise to enterprise—but integrated marketing communications (IMC) programs have become standard for marketing organizations, agencies, and the academic community. A review of the best IMC advertising and public relations practices in the United States, Korea, and Great Britain, however, reveals not just cultural divergence in adoption and practice, but also underlying weaknesses regarding IMC as a process and practice. The findings support the need to focus future IMC research within client organizations.