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-sion of the subject, i.e., who does it, how itis done, etc., the formal presentation of re-search, theory development, and othermaterials by either practitioners or aca-demics has been slow in coming.Given its history, much of the IMC lit-erature and learning has focused on theexplanation of IMC in the marketplace,i.e., what it is, how it operates in the com-munications arena, etc., rather than ontheory building or understanding of thebasic principles. These points must bekept in mind, for while the literature issparse at this point, it is apparently grow-ing rather rapidly.

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