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licable today (in 2003). Yet,
the early literature, albeit conceptualized
and crystallized in modular stage form,
continues to be illustrative of business
reality.
IMC is becoming more widely accepted
and recognized, but there are still many
conceptual issues that need further exploration
and analysis. If further research is
undertaken, it needs to be preeminently
with client organizations. Further critical
discussion is also needed from a conceptual
perspective.
This detailed critical review of selected
literature has provided an interesting consideration
of how the IMC concept has
evolved, where it came from, and how it
is perceived in modern society. It will be
interesting to see what happens over the
next decade.
................................................................................................
PHILIP J. KITCHEN holds the Chair in Strategic Marketing
at Hull University Business School, Hull University,
United Kingdom. Prior to this he held the Martin
Naughton Chair in Business Strategy, specializing in
marketing, at Queen’s University, Belfast, where he
founded and directed the executive MBA program. At
Hull, he teaches and carries out research in marketing
management, marketing communications, corporate
communications, promotion management, and
international communications management and has a
specific aim to build an active team of marketing
researchers. A graduate of the CNAA (BA[Hons]) initially,
he received Masters degrees in Marketing from
UMIST (M.Sc.) and Manchester Business School
(M.B.Sc.), respectively, and his Ph.D. from Keele University.
Since 1984 he has been active in teaching
and research in the communications domain. He is
founding editor and now editor-in-chief of the Journal
of Marketing Communications (Routledge Journals,
1995). He has authored/edited seven books and
published over 90 academic papers in journals
around the world.
................................................................................................
JOANNE BRIGNELL is a brand manager for a leading
U.K. FMCG company. A graduate of the University of
Hull Business School, she has interests in marketing
and communications. Her current research is in integrated
marketing communications, and she has recently
completed an interview-based study of IMC with
CEO’s in U.K. advertising and public relations
agencies.
Undoubtedly, a broad awareness of the IMC concept has
been created and its diffusion worldwide is evident. Such
development and diffusion is dependent upon underlying
factors that show evidence of increased acceleration in
the 21st century . . .
THE EMERGENCE OF IMC
28 JOURNAL OF ADVERTISING RESEARCH March 2004
................................................................................................
TAO LI is a graduate of the Foreign Affairs College in
Beijing, China and the University of Hull Business
School. She has worked at the Singapore Embassy
and the British Council Offices in China. From 1996
she has worked in general management, first with a
China–U.S. joint venture consultation company in
shopping center development in China and then at
Beijing COFCO Development Company with responsibility
for marketing and public relations. At the time of
coauthoring this article, she was in the process of
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