Table of Contents
Integrated Marketing Communication:
Anticipating the ‘Age of Engage’ . . . . . . . . . . . . . 3
1. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3
A. Introduction: The issues . . . . . . . . . . . . . . . . . . 4
2. A Shift in Fundamentals . . . . . . . . . . . . . . . . . . . . 5
3. Anticipating “The Age of Engage”:
Introducing Integration . . . . . . . . . . . . . . . . . . . . . 8
A. Why Integration? . . . . . . . . . . . . . . . . . . . . . . . 8
B. Defining IMC: Revisiting the Sender-Receiver
Model of Communication . . . . . . . . . . . . . . . 10
C. Reengineering: Outside-in Integration from
within the Organization . . . . . . . . . . . . . . . . . 12
4. IMC: Where Do We Go From Here . . . . . . . . . . 13
Editor’s Afterword . . . . . . . . . . . . . . . . . . . . . . . . . . 16
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Michael Traber, SMB, Bibliography . . . . . . . . . . . . 20
A. Introduction by Philip Lee . . . . . . . . . . . . . . . 20
B. Bibliography by Fritz Frei . . . . . . . . . . . . . . . 22
Book Reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Recommended Citation
Groom, S. Alyssa and Frei, Fritz
(2008)
"Integrated Marketing Communication,"
Communication Research Trends: Vol. 27:
No.
4, Article 1.
Available at:
https://scholarcommons.scu.edu/crt/vol27/iss4/1