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| Author: | Kerr, G. (et al.) |
| Title: | An inside-out approach to integrated marketing communication: An international analysis |
| Journal: | International Journal of Advertising
2008 : VOL. 27:4, p. 511-548 |
| Index terms: | international marketing communication education Asia Australia United Kingdom USA |
| Freeterms: | teaching |
| Language: | eng |
| Abstract: | This paper describes the implied educators' perceptions of integrated marketing communication (IMC) using the 'inside-out' approach. Based on an analysis of nearly 90 IMC course syllabi from six countries (Australia, Korea, New Zealand, Taiwan, U.K., U.S.) etc., the aim is to determine whether those teaching IMC have reached a consensus on what IMC is, etc. Based on findings, it is suggested that what is being taught continues to be what would traditionally be considered promotions strategy, advertising management or marketing communication with minor IMC theory or content. |
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