forumforfuturemarketing

The discussion starts at the beginning of the 90th when the idea of Integrated Marketing Communication (IMC) came up in Europe and America. Don Schultz started in 1991 with an survey (Integrated marketing communication: a survey of national consumer goods advertising Northwestern University Report). He was the one who coined the item of Integrated Marketing Communications (IMC) and established an institute and magazine on IMC at North Western University. Also in Europe Manfred Bruhn did research on IMC in those times. His status report can be read (in German).

There is a seminar on 360° Marketing/IMC together with the students of the electronic media master. You will find all material of this seminar in this category.

The 360° Marketing Basic lecture 360marketingimcbasic.pdf