INTEGRATED MARKETING COMMUNICATIONS:

A WORKING BIBLIOGRAPHY

1998


Clarke L. Caywood, Ph.D.

Northwestern University

Click here for Northwestern IMC home page: http://www.medill.nwu.edu/imc

Sandra Moriarty, Ph.D.

University of Colorado, Boulder

Click here for CU IMC Web Page: http://media.colorado.edu/imc




IMC BODY OF KNOWLEDGE

Outline of Topics

Advertising - Challenges

Advertising - General Discussion

Brands and Brand Management

Change

Consumer Insight and Customer Relations

Database Marketing

Direct Marketing

Education

IM and IMC Books

IMC Case Analysis

IMC - Challenges

IMC - General Discussion

IMC and Media

IMC and New Media

IMC Research

IMC Theory

Marketing and IMC

Marketing - Challenges

Marketing - General Discussion

Marketing Mix

Market Orientation

Organizational Issues

Program Measurement and Analysis

Public Relations

Relationship Marketing

Sales Promotion

Service



Advertising- Challenges

Aaker David A. (1987), and John G. Myers. Advertising Management: Practical Perspectives, 3rd ed. Englewood Cliffs, NJ: Prentice-Hall, Inc.

Aaker, David A. and Donald E. Bruzzone (1985), "Causes of Irritation in Advertising," Journal of Marketing, 49, 2, 45-57.

Achenbaum, Alvin A. (1992), "Reversing the Advertising Productivity Crisis," Marketing Management, 1, 22-27.

(1994) "Agency Clients Demand More," Sales and Marketing Strategies & News, (July/August), 15.

Alter, Stewart (1990), ìNow Try All-New Advertising!î Adweek, 1 (March 19), 50.

Alwitt, Linda F. and Paul R. Prabhaker (1992), "Functional and Belief Dimensions of Attitudes to Television Advertising: Implications for Copytesting," Journal of Advertising Research 32, 5, 30-42.

Alwitt, Linda F. and Paul R. Prabhaker (1994), "Identifying Who Dislikes Television Advertising: Not by Demographics Alone." Journal of Advertising Research, 30 (November/December), 17-29.

Artzt, Ed (1994), "Making a Place for Advertising in the New World of Interactive Media," Advertising Age, 40 (May), xx.

Artzt, Ed (1994), "TV Advertising in Danger," Advertising Age, 24, 40 (May), 42.

Atler, S. (1990) "Now, Try All-New Advertising!" Adweek 11,1 (March 19), 50.

Bauman, Risa (1993), ìAgencies: ëI can do that.íî Direct, 5, 3 (March), 27.

Bell, Howard H. (1993), "Threat to Advertising's Fiefdom is Real," Advertising Age, 20 (December).

Berry, John (1990), "Playing for Keeps: Computers and Advertising," Adweek, (August 6), 24.

Breznick, Alan and Cynthia Rigg (1989), "Crumbling Empire: A Midlife Crisis Jolts the New York Ad Industry," (May 8).

Cappo, Joe (1993), "Ad Agencies Need to Find Happy Media," Crain's Chicago Business, (August).

Cappo, Joe (1992), "Agencies: Change or Die," Advertising Age (December 7), 26.

(no author) (1991), "The Challenge from Hollywood," Ad Age, (September 16), 18.

Crain (1994), "Power of Advertising More Like a Myth," Advertising Age, 21 (January).

Crull, Timm (1993), "Nestle to Agencies: 'Shake Mindset'," Advertising Age (May 3), 26.

Crumley, Bruce and Laurel Wentz (1993), "Euro Shops Puzzle on How to Become IBM's 'Partner'," Advertising Age (October 11), 4.

Dilenschneider, Robert L. (1991), "Marketing Communications in the Post-Advertising Era, Public Relations Review, 17 (Fall), 227-236.

(1992) "Does Commercial Liking Matter?" Topline. McCollum Spielman Worldwide, 36 (February), 1-4.

Duncan, Tom and Sandra Moriarty (1990), "Global Advertising: Issues and Practices," Current Issues and Research in Advertising, 13: 1&2, pp. 313-342.

Eppes, Tom (1995), "Driving Home a Point: Can Ad Agencies Learn to Listen to the Customer?" Sales & Marketing Management, (August), 104.

Fox, Richard J. and Gary L. Geissler (1994), "Crisis in Advertising," Journal of Advertising, 23(4), 71-78.

Goldman, Kevin (1995), "Study Finds Ads Induce Few People to Buy," The Wall Street Journal, (October 17), B10.

Haley, Russell I. and Allan L. Baldinger (1991), "The ARF Copy Research Validation Project." Journal of Advertising Research. 31, 2, 11-32.

(1979), How Advertising in Recession Periods Affects Sales. New York: American Business Press, Inc.

(1985), McGraw-Hill Research Report No. 5262.1, Laboratory of Advertising Performance. (New York: McGraw-Hill,).

Jaffe, A. (1991, May 6), "Small Shops: Ad bizís new frontier?" Adweek, 12, 1, 30.

Kalish, David (1990), "The New Advertising," Agency, (Fall).

Kaatz, Ron (1995), Advertising & Marketing Checklists. Lincolnwood: NTC Business Books.

Kihlstrom, Richard E. and Michael H. Riordoan (1984), "Advertising as a Signal," Journal of Political Economy, 92 (3), 427-450.

Kochar, Manjot (1995), "A Study of Advertising Agencies Providing IMC," IMC Research Journal, 1, 1 (Spring), 16.

Kuczynski, Alan (1992) "Beyond Advertising; Towards Integration," Marketing, (June), 50-52.

Landler, Mark (1993), "What Happened to Advertising," Business Week, (September), 66-72.

Leone, Robert P., Francis J. Mulhern and Srini S. Srinivasan (1995), "The Advertising Exposure Effect of Free Standing Inserts," Journal of Advertising, 24, 1, (Spring), 30-40.

Light, Larry (1990), "The Changing Advertising World," Journal of Advertising Research, (February/March), 30-35.

Lipman, Joanne (1988), "Ad Firms Falter on One-Stop Shopping," The Wall Street Journal, (December).

MacClaren, R. Craig (1995), "Creativity Can Burst the Trade Spending Balloon," Promo (October), 54.

McCarthy, Michael (1994) "GM to Redefine Agency Roles, Fees," Brandweek, (October 17), 3.

McCormak, Kevin (1991), "Four A's New Chairman Champions "Old" Advertising," Adweek, (May 27), 18, 22.

Metzger, Gale D. (1993), "The Future of Advertising," The Advertiser, (Fall), 20-22.

Middleton, Otesa (1995), "Pitching the Program," Richmond Times-Dispatch, (October 16), D20-D22.

Milgrom, Paul and John Roberts (1986), "Price and Advertising Signals of Product Quality," Journal of Political Economy, 94 (August), 796-721.

Millman, Nancy (1994), "Marketers' Serenade: Getting to Know You," Chicago Tribune, (June 5), Section Seven, 3.

Moss, Gary (1993), "Integrated Marketing: A Client Task...," Advertising Age, (January 25), 19.

Neff, Jack (1993), "This Space for Rent," P-o-P Times (September), 36-42.

Nowak, Glen J., Glen T. Cameron and Dean M. Krugman (1993), "How Local Advertisers Choose and Use Advertising Media," Journal of Advertising Research, (November/December), 39-49.

Nowak, Glen J. and Kaizer Siraj (1996), "Is IMC Really Affecting Advertising and Promotion?: An Exploratory Study of National Marketersí Promotion Practices," Paper Submitted to the 1996 Conference of the American Academy of Advertising, Vancouver, Canada.

O'Brien, Richard F. (1991), "Integrated Marketing: Can Agencies Deliver," First Annual Symposium on Integrated Marketing Communications. Northwestern University: Medill School of Journalism, 47-52.

Reinhard, Keith L. (1990), "Remarks to the Advertising Federation of Australia," Darling Harbour Convention Centre, (April 5), Sydney, Australia.

(1995), "Reinventing Advertising," Reputation Management, (March/April), 46.

Rice, (1991), "A Cure For What Ails Advertising," Fortune, (December), 119-122.

Richards, Jef I., and Patricia A. Stout (1992), "Advertising Agency Views on Graduate Education in Advertising," Proceedings of the 1992 Conference of The American Academy of Advertising.

Rothenberg, Randall (1991), "An intimate Warning Against Mediocrity," New York Times, (June 17).

Royal, Weld (1995), "Scapegoat," Sales & Marketing Management, (January), 62.

Rust, Roland T. and Richard W. Oliver (1994), "The Death of Advertising," Journal of Advertising , 23 (December), 71.

Schrage, Michael (1992), "The Call of Response," Adweek, (January 6), 17.

Schrage, Michael (1993), "Reinventing the Wheel," Adweek (April 6), 23.

Schrage, Michael (1995), "The Interactive Tussle Between Direct and General

Agencies Must Be Resolved," Adweek, July 24, 26.

Schultz, Don E. (1993), "Why Ad Agencies are Having So Much Trouble With IMC," Marketing News TM, (April 26), 12.

Schultz, Don E. (1995), "Moving from Global Brands to Global Bands," Marketing News TM, (July 31), 30.

Schultz, Don E. (1995), "Making Mid-Decade Course Corrections," Marketing News TM, (February 13), 10.

Sellers, Patricia (1993), "Do You Need Your Ad Agency?" Fortune, (November 15): 151.

Serafin, Raymond (1995), "GM Will Standardize Assessment of Ad Work," Advertising Age, 1 (December 18-25), 30.

Walsh, Mike (1989), "Media 2000," Advertising Age, (September 25), 62.

Weisz, Pam (1995), "Body Shop, in Lieu of Ads, Hits the Road," Brandweek (April 24), 42.

Wells, Melanie (1993), "Four A's Fires Warning Shot: With Backs to the Wall, Agencies Rally to Prove Their Worth," Advertising Age (April 26), 1, 47.

Wilder D. Baker (1992), "Compensation Barrier," Advertising Age (February 2), 20.

Advertising - General Discussion

Appel, Valentine (1992), "More on the Liking of Television Commercials." Journal of Advertising Research, 32 (March/April), 49-50.

Artzt, Edwin L., (1992) "Grooming the Next Generation of Management: How to Ensure that Advertising Managers Understand the Benefits of Brand

Advertising," A.N.A. Advertiser (Spring), 66-70.

Baker, Wilder D. (1992), "Compensation Barrier," Advertising Age

(February 2): 20

Beggs, William B. Jr. (1991), "The Future of Advertising Media," Link, (September), 11.

Berger, Warren (1993), "The British Reinvasion," Creativity, (June,): 36-37.

Burandt, Gary, President and CEO, Dentsu, Young & Rubicam Partnerships (1996), "Asian Creativity in Advertising & Promotions in the 21st Century," Remarks at Asia Business Forum, Singapore, (April 11).

Caywood, Clarke (1990), "Political Advertising Probe Has Broad Appeal," Marketing News, (June 11), 12.

Caywood, Clarke, Don Schultz, Paul Wang (1991), A Survey of Consumer Goods Manufacturers. New York: American Association of Advertising Agencies.

(1990), CopyChicago, Business/Professional Advertising Association, Chicago Chapter, (January/February).

Crain, Rance (1995) "Artzt's Call Cause for Agency Concern," Advertising

Age (March 20), 12.

Crain, Rance (1993) "Agencies: Get With the Program," Advertising Age (May

3), 29.

(1986) "Does Advertising Pay? The Impact of Advertising Expenditures on Profits for Consumer Business," The Strategic Planning Institute and the Ogilvy Center for Research and Development (San Francisco).

Frazer, Charles, "Creative Strategy: A Management Perspective," Journal of Advertising, 12:4, 36-41.

Garcia, Shelly (1992), "The Knights of New Business," Adweek, (July): 21-22, 24, 26-27.

(1994), "How does advertising influence customer behavior?" Marketing Tools, (April/May), 42.

Kanner, Bernice (1990), "New Bag of Tricks," New York, (May 28), 20-21.

(1993), "Memo to Agencies: O'Toole is Right," Advertising Age, editorial (May 3), 24.

(1993), "The New Agency," Advertising Age, (February 2).

Schiff, Stephen (1995), "Master of Illusion (Maurice Saatchi)," The New Yorker, (May 15), 52.

Brands and Brand Management

Aaker, David A. (1991), "What is Brand Equity?" Managing Brand Equity, New York: Free Press, 1-33.

Ambler, Tim and Simon Barrow (1996) "The Employer Brand," The Journal of Brand Management, 4:3, 185-206.

Arnold, David (1992), The Handbook of Brand Management. New York: Addison-Wesley.

Bartos, Rena (1981), "Ideas for Action--Ads That Irritate May Erode Trust in Advertised Brand," Harvard Business Review 59, 4, 138-39.

Broniarczyk, Susan M. and Joseph W. Alba (1994), "The Importance of the Brand in Brand Extensions," Journal of Marketing Research, 31 (May), 214-228.

Dawar, Miraj and Phillip Parker (1994), "Marketing Universals: Consumers' Use of Brand Name, Price, Physical Appearance and Retailer Reputation as Signals of Product Quality," Journal of Marketing, (April), 81-95.

Davis, Scott and Darrell Douglass (1995), "Holistic Approach to Brand

Equity Management," Marketing News 29:2, January 16, 4-5.

"Destroying a Brand (1996)," Advertising Age (March 4), 18-19.

Elliot, Stuart (1993), "The Famous Brands on Death Row," The New York Times, Business Section, (Nov. 7), 3, p. 1.

Flanagan, Joe (1991), "Brand Velocity Not Image Is the New Marketing Order," Marketing News, (March 18), 14.

Grossman, Gene (1994), "Carefully Crafted Identity Can Build Brand Equity," Public Relations Quarterly, (October/November), 18-21.

Holland, Kelley (1994), "Plastic Talks," Business Week (February), America Online.

Hume, Scott (1992), "Brand Loyalty Steady," Advertising Age (March 2), 19.

Hume, Scott (1990), "Rallying to Brands' Rescue," Advertising Age (August 13), 3.

Jones, John Philip (1986), What's in a Name? Advertising and the Concept of Brands. Lexington, MA: Lexington Books.

Kapferer, Jean-Noel (1992), "What's In a Brand?" Strategic Brand Management, New York: Free Press, 9-30.

Keller, Kevin Lan (1993), "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity," Journal of Marketing, 57 (January), 1-22.

Low, George S. and Ronald A. Fullerton (1994), "Brands, Brand Management, and the Brand Manager System: A Critical - Historical Evaluation," Journal of Marketing Research, 31 (May), 173-190.

Penrice, Daniel (1995), "Brand Marketing: An Information-Processing Perspective," Harvard Business Review (May-June), 13-14.

Prinz, Jonathan (1994), "Extending Your Brands? Consider What is at Stake," Brandweek, 17 (April.

Rao, Akshay and Robert W. Ruekert (1994), "Brand Alliances as Signals of Product Quality," Sloan Management Review, 36:1 (Fall), 87-97.

Reilly, James C. (1991), "The Role of Integrated Marketing Communications in Brand Management," The Advertiser, (Fall), 32-38.

Reinhard, Keith L. (1990), "The New Creativity in Brand Building," at the A.N.A. 81st Meeting, Naples, FL, October 24.

Robertson, Thomas S. Jehoshua Eliashberg, and Takia Rymon (1995), "New Product Announcement Signals and Incumbent Reactions," Journal of Marketing, 59 (July), 1-15.

Robinson, J. Brian (1994), "Promotion is a New Way to Make Brand Contact With Buyers," The Marketing News (April 12): 2, 16.

Schultz, Don E. (1995), "Moving from Global Brands to Global Bands," Marketing News, (July), 30.

Schultz, D. E. (1990), "Schultz to ANA: Get rid of Brand Management," Promo, (October), 14.

Sellers, Patricia (1993), "Do You Need Your Ad Agency?" Fortune, (November 15): 151.

Spethmann, Betsy (1995), "Crowning the New Brand Kings," Brandweek's

Superbrands'96 (October 9): 25-28.

Stobart, Paul (1994), Brand Power. London: MacMillan.

Thorson, Esther (1991), Likability: Ten Years of Academic Research. ARF Copy Research Workshop, New York.

Upshaw, Lynn B. (1995), "The Brand Identity Strategy," Building Brand Identity. New York: John Wiley and Sons. 3-41.

Warner, Carin I. (1992), "Applying Integrated Marketing To Brand Positioning," Public Relations Journal, (October), 15-16.

Weilbacher, William (1993), Brand Marketing. Lincolnwood IL: NTC.

Wellman, David (1995), "Brand Management Report: People Management," Food & Beverage Marketing, (January), 16-18.

Change

Achenbaum, Alvin A. (1992), "Reversing the Advertising Productivity Crisis," Marketing Management, 1, 22-27.

Archol, Ravi S. (1991), "Evolution of the Marketing Organization: New Forms for Turbulent Environment," Journal of Marketing, (October) 77.

Ariga, Masaru (1995), "Changes in the Marketing Environment and Integrated Marketing Communications in Japan," Japan 1995 Marketing and Advertising Yearbook.

Beer, Michael, R.A. Eisenstadt and Bert Spector (1990), "Why Change Programs Don't Produce Change," Harvard Business Review, 68 (November/December), 158-166.

Bissell, Brent (1991), "Forces of Change," Direct Marketing, (December) 57-60.

Cleland, Kim (1994), "Experts will Huddle to Ponder Meaning of Integrated Marketing," Advertising Age, (April) 47.

Coleman, Kathleen (1993), "Thomas Eppes: Change From the Top," The Business Journal - Charlotte, (April 5), 12.

Deighton, John (1994), "Part 3 - Brave New World, Future Issues in Marketing Communication," Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies. Marketing Science Institute Report No. 94-109, Cambridge: Marketing Science Institute, 40-43.

Dilenschneider, Robert L. (1991), "Marketing Communications in the Post-Advertising Era, Public Relations Review, 17 (Fall), 227-236.

Enslow, Beth (1992), "The Benchmarking Bonanza," Across the Board, (April), 16.

Gonring, Matthew P. (1994), "Putting Integrated Marketing Communications to Work Today," Public Relations Quarterly, 39 (September), 45.

Gonring, Matthew P. (1992), "The Communicator's Role in Leading Corporate Culture Change," Communication World , 9 (February), 25.

Kalish, David (1990), "The New Advertising," Agency, (Fall).

Hoyt, Michael (1990), "When The Walls Come Tumbling Down," CJR, (March/April), 35-39.

Hutt, Michael D., Beth A. Walker, and Gary L. Frankwick (1995), "Hurdle the Cross-Functional Barriers to Strategic Change," Sloan Management Review, 36:3 (Spring): 22-30.

Light, Larry (1990), "The Changing Advertising World," Journal of Advertising Research, (February/March), 30-35.

Maglera, Marcy (1990), "Madison Avenue Hits Hollywood," Advertising Age, (December 10), 24.

Mayer, Martin (1990), "Scanning the Future," Forbes, (October 15), 114.

Ross, Chuck (1996) "Marketers Fend Off Shift in Rules for Ad Puffery," Advertising Age, (February 19), 41.

Rowland, Mary (1991), "Overcoming Corporate Gridlock," The New York Times, (March 31).

Urbanski, Al (1991), "The Dawn of Integrated Marketing," Food & Beverage Marketing, (February).

Consumer Insight and Customer Relations

Anderson, Eugene W., Claes Fornell and Donald R. Lehman (1994), "Customer Satisfaction, Market and Profitability: Findings From Sweden," Journal of Marketing, (July), 53-66.

Cahill, Dennis J (1993), "Why Can't They Answer a Simple Question - Like 'What Will People Buy?'," Journal of Consumer Marketing, 10, 76-79.

Cross, Richard and Janet Smith (1995), "Customer Bonding and the Information Core," Direct Marketing, (February), 28-31.

Cross, Richard H. (1992), "The Five Degrees of Customer Bonding," Direct Marketing, (October) 33-35.

Donath, Bob (1995), "Interfacing With Customers," ISBM Insights, ISBM Report 11 (May), (The Smeal College of Business Administration, Penn State).

Fortini-Campbell, Lisa (1992), Hitting the Sweet Spot. Chicago: The Copy Workshop.

Grant, Alan W. H. and Schlesinger, Leanord A. (1995), "Realize Your Customers' Full Profit Potential," Harvard Business Review, (September-October), 59-72.

Greco, Susan, "The Road to One-to-One Marketing," Inc. Magazine (October 1995), America Online.

Goldman, Bruce. "Preparing for a Point-to-Point World." Marketing Mangement, 3 (4), 30-40.

Gouillart, Francis J. and Frederick D. Sturdivant (1994), "Spend a Day in the Life of Your Customers," Harvard Business Review, (January/February), 116-117.

Hansotia, Behram J. (1993), "Can You Predict When Your Customers Will Leave?" Direct Marketing, (March), 24.

Jackson, Barbara B. (1985), Winning and Keeping Industrial Customers. Lexington, KY: Lexington Books.

Jacob, Rahul (1994), "Why Some Customers Are More Equal Than Others," Fortune, (September 19), 215-224.

Jones, Charles and Louise O'Brien (1995), "Do Rewards Really Create Loyalty?" Harvard Business Review, (May-June), 75-82.

Kirk, J. (1991,), "Giving Clients what they want; Burnett responds to demand for below-the-line service," Adweek, 12, 1 (January) 10.

Kleine, Robert E. III, and Jerome B. Kernan (1991), "Contextual Influences on the Meanings Ascribed to Ordinary Consumption Objects," Journal of Consumer Research, 18 (4), 311-24.

Lane, Vicki and Robert Jacobson (1995), "Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity," Journal of Marketing, 59 (January), 63-77.

McManus, John (1994), "Think Like a Peasant to Reap Regal Rewards," Brandweek (October 17), 16.

Morgan, Bradford W. (1994), "It's the Myth of the '90s: The 'Value Consumer'," Brandweek, 17 (February).

Peppers, Don and Martha Rogers (1994), The One To One Future. New York: Bantam Doubleday.

Pine II, B. Joseph, Don Peppers and Martha Rogers (1995), "Do You Want to Keep Your Customers Forever?" Harvard Business Review, (March/April), 103.

Raphel, Murray (1992), ""Customer Service Doesn't Work Anymore..."," Direct Marketing,

Rapp, Stan and Tom Collins (1990), The Great Marketing Turnaround: The Age of the Individual and How to Profit From It. Englewood Cliffs, NJ: Prentice Hall.

Ray, Michael L. (1973), "Communication and the Hierarchy of Effects," in New Models for Mass Communication Research, P. Clarke, ed. Beverly Hllls, CA: Sage Publications. 147-175.

Reichheld, Frederick F. (1993), "Loyalty-Based Management," Harvard Business Review, (March/April), 64-73.

Schultz, Don E. (1995), "Maybe it's Time to Think of Customers as Assets," Marketing News, (January), 30.

Sellers, Patricia (1993), "Keeping the Buyers You Already Have," Fortune, (Autumn/Winter), 56-58.

Stacey, Robert (1994), "Canadian Attitude Check: Survey of Canadian Consumers," Direct Marketing Magazine (June), Lexis/Nexis.

Wayland, Robert E. and Paul M. Cole (1994), "Turn Customer Service into Customer Profitability," Management Review, (July), 22.

Database Marketing

Arena, Joe and Paul Wang (1993), "A Model of Database Implementation," Ideas, (October), 13.

Berry, Jonathan (1994), "Database Marketing: A Potent New Tool for Selling," Business Week (September,), America Online.

Brewer, Denise (1990), "Why are Marketing Databases Important?" Telemarketing, (August), 60-61.

Goodman, John (1992), "Leveraging the Customer Database to Your Competitive Advantage," Direct Marketing, (December), 26-27.

Hochhauser, Richard (1992), "The Power of Integrated Database Marketing," Direct Marketing, (September), 32-34.

Jackson, Rob and Paul Wang (1994), Strategic Database Marketing. Lincolnwood IL: NTC Business Books, 247.

Jackson, Rob and Paul Wang (1994), "Using Segmentation in Database Marketing," DM News, (May), 28.

Jonson, Claude A. (1994), "Winning Back Customers Through Database Marketing," Direct Marketing, (November), 36-37.

Millman, Nancy (1993), "Selling Power of the Database; New Strategies Push Ad Agencies to Change Channels," Chicago Tribune, (December 26), Final Edition, 5.

Moore, Michelle (1996), "Database Marketing: The Price of Getting Personal," IMC Research Journal, 2, 1 (Spring), 42.

Ostrager, Gary (1994), "Leading Players Tell What DBM Has Done For Them," DM News, (July 25), 26.

Petrison, Lisa A. and Paul Wang (1993), "Relationship Issues in Creating the Customer Database," Journal of Direct Marketing, 7 (Autumn), 54.

Petrison, Lisa A., Robert C. Blattberg and Paul Wang (1993), "Database Marketing: Past, Present, and Future," Journal of Direct Marketing, 7 (Summer) 27.

Raphel, Murray (1992), "Use Your List to Listen," Direct Marketing, (September) 41-42.

Schlossberg, Howard , "Database is 'Nerve Center' of Integrated Marketing Plan," Marketing News, 5.

Schultz, Don E. (1993), "The Customer and the Database are the Integrating Forces," Marketing News, (November), 14.

Schultz, Don E. (1995), "It's the Database Question Time of Year," Marketing News, (April), 5.

Shepard, David (1995), "Sources of Marketing Data, ì Buzzwords," "What Do You Want the Database to Do," The New Direct Marketing Second Edition. New York: Irwin, (Ch 2, 3, & 5).

Smith, Martin J. (1993), "Privacy: Touchy Issue Heats Up as Marketers Seek Personal Info," Orange County Register (November), America Online.

Stephenson, B.Y. (1991), "Database: the foundation of an integrated marketing strategy," Integrated Marketing Conference, Institute for International Research, Chicago (November 19).

Verity, John (1994), "The Potent New Tool for Selling Databaseî Business Week," (September 5), 54-62.

Direct Marketing

Bubula, Mark (1995), "Direct Mail and the College Market: Can This Relationship Work?," IMC Research Journal, 1, 1 (Spring), 23.

Durby, Edwin (1993), "Direct Marketingís on the Defensive," Chicago Sun Times, (January 14), 54.

Everett, T. (1986), "Agency's Role in Direct Response," Direct Marketing 49 November (7): 128.

Ewing, Raymond, (1987), Managing the New Bottom Line: Issues Management for Senior Managers. Homewood, IL: Dow Jones Irwin.

Harris, Tom (1994), "PR gets Personal; Use of Direct Marketing Approaches by Marketing Public Relations Professionals," Direct Marketing Magazine, 56 (April) 29.

Lukovitz, Karlene (1991), "Get ready for one-one-one marketing," The Magazine for Magazine Management, 1, 20, 10 (October), 64.

Nash, E. L. (1983), "Interdynamic Marketing: The wave of the future in direct response," Zip, (January), 4-5.

Nowak, Glen J. and Joseph Phelps, "Direct Marketing and the Use of Individual-Level Consumer Information: Does 'Privacy' Matter," Journal of Direct Marketing.

Raphael, Murray (1993), "Direct Marketing As a Strategic Weapon," Direct Marketing, (January), 48, 50.

Rapp, Stan (1993), "The Right Terms," Direct (November), 34.

Reich, Ken (1994), "The 3-Headed Monster of Business to Business Direct Marketing," DM News, (July) 24.

Smith, Janet and Richard Cross (1994), Direct Marketing, (April,), 15-19.

Stone, Bob (1989), Successful Direct Marketing Methods. Lincolnwood, IL: NTC.

Tucker, Robert J. (1994), "Getting the most from your marketing investment; five keys to successful direct mail that puts you on top," Potentials in Marketing, 27, 1 (January), 26.

Wang, Paul and Lisa Petrison (1991), "Answers to Marketer's Research Questions," Direct Marketing Magazine, 53 (January), 57.

Education

Applegate, Edd (1995), "Graduate Study in Advertising and the Core Curriculum," Journalism Educator, (Winter), 62-68.

Brink, James M., E. L. Deckinger, Herbert Katzenstein and Louis H. Primavera (1990), "How can advertising teachers better prepare students for entry-level advertising agency jobs?", Journal of Advertising Research, (December 1989/January 1990), 37.

Caywood, Clarke, Tom Duncan and Doug Newsom (1993), "Preparing Advertising and Public Relations Students for Communication Industry in the 21st Century," (December).

Caywood, Clarke and Raymond Ewing (1991), "Integrated Marketing Communications: A New Master's Degree Concept," Public Relations Review, 17 (Fall), 237-244.

Duncan, Tom, Clarke Caywood and Doug Newsom (1993), "Preparing Advertising and Public Relations Students for the Communications Industry in the 21st Century," Medill School of Journalism, (December).

(no author) (1993), "Educators Reject IMC Task Force Proposals; Charge Report Based on Spurious Consensus," PR Educator, (Winter), 1.

Hume, Scott (1991), "Campus Adopts 'New Advertising," Advertising Week, (September).

Hume, Scott (1991), "NUís Medill Refocuses Advertising Curriculum," Crainís Chicago Business,14, 39 (September 30).

Lataif, Louis E. (1992), "MBA: Is the Traditional Model Doomed?" Harvard Business Review, (November-December), 128.

Linder, Jane C. and H. Jeff Smith (1992), "The Complex Case of Management Education," Harvard Business Review, (September-October), 16.

Martin, Lloyd D., C.D. Wilson, M.Russel (1992), "Advertising Marketing Communications in the Undergraduate Curriculum: A Qualitative study of Advertising/Public Relations Practitioners," Working paper presented at the Annual Convention of the Association for Education in Journalism and Mass Communication, Montreal, Canada.

McNerney, Donald J. (1994), "Texas Instruments Opens its Virtual University," HR Focus, 71 (January), 14.

Mencher, Melven (1990), ìItís time for Trade-School Partisans to Fight Back,î The Quill, (March), 5-6.

Miller, Cyndee (1995), "DePaul Students Learn Marketing Just-in-time," Marketing Education, (July 17), 25.

Miller, Debra A. and Patricia B. Rose (1995), "Communication Professionals: A New Market for Continuing Higher Education," Journal of Continuing Higher Education, 43, 1 (Winter), 52-63.

Miller, Debra A. and Patricia B. Rose (1994), "Identifying Target Audiences for Graduate Programs Among Mid-Career Communications Professionals," Journal of Marketing for Higher Education, 5, 1, 109-125.

Miller, Debra A. and Patricia B. Rose (1994), "Merging Advertising and PR: Integrated Marketing Communications," Journalism Educator, 49, 1 (Summer), 52-63.

(1992), "More Schools, Companies Moving Toward Integrated Marketing," Financial Marketing, 28, 1 (January-February).

(1991), "Northwestern integrating ideas with new graduate program," Chicago Advertising and Media, (March 1-15), 1, 8.

(1991), "NU offers new degree in integrated marketing," Crain's Chicago Business, (February 25), 15.

Richards, Jef I., and Patricia A. Stout (1992), "Advertising Agency Views on Graduate Education in Advertising," Proceedings of the 1992 Conference of The American Academy of Advertising.

Rose, Patricia B. and Debra A. Miller (1993), "Integrated Communications and Practitioners' Perceived Needs," Journalism Educator, 48, 1 (Spring), 20-27.

Ross, Bill I. and John Schweitzer (1990), "Most Advertising Programs Find Home in Mass Communications," Educator, (Spring), 3-21.

"Sections Say Undergraduate PR Education lacks Firm Grounding in Business Principles (1993)," Public Relations Society of America Educators Section Quarterly Newsletter, (Winter).

Thayer, Frank (1990), "PACE Model Gives Advertising Campaign-Centered Curriculum," Educator, (Spring), 79-81.

Turk, Judy VanSlyke, (1992), "PR Attracts 30% of Students and 15% of Salaries, Budgets," PR Educator (Fall).

(1991), "University to offer integration degree" Promo, (March), 8.

(1992) "What's the Future of Public Relations Education?" (Cover Story) Public Relations Journal, (Sept).

IM, IMC, and Related Books

Brannan, Tom (1995), A Practical Guide to Integrated Marketing Communications. London: Kogan.

Burnett, John and Moriarty, Sandra. (1998) Introduction to Marketing Communications: An Integrated Approach. Upper Saddle River NJ: Prentice Hall.

Carlzon, Jan (1987), Moments of Truth. Cambridge, MA: Harper & Row: 3.

Duncan, Tom and Moriarty, Sandra (1997), Driving Brand Value: Using Integrated Marketing to Drive Stakeholder Relationships. Burr Ridge IL: McGraw-Hill.

Fill, Chris (1995), Marketing Communications. London: Prentice Hall: 172-173.

Harris, Thomas L. (1991),The Marketers Guide to Public Relations. John Wiley & Sons.

Linton, Ian and Kevin Morley (1995), Integrated Marketing Communications. Oxford, UK: Butterworth Heinemann: 43.

Schultz, Don E., Stanley I. Tannenbaum and Robert F. Lauterborn (1993), Integrated Marketing Communications. Chicago: NTC Business Books.

Shimp, Terence A. Promotion Management & marketing Communications, 3rd ed. fort Worth: Dryden, 1993.

Sheldon, Keith A. (1993), "Integrated Marketing Communications (book review)," IABC Communication World, (May), 40.

IMC Case Analysis

Arab, N.H. (1991), "Integrated marketing repositions Toronto hotel; Occupancy soars," Public Relations Journal, (March), 22-24.

Caywood, Clarke and Bruce Williams (1995), "How IBM Uses IMC," presentation at Penn State University, Institute for the Study of Business Markets, (May).

Eisenhart, Tom (1990), "Going the Integrated Route," Business Marketing, (December), 24-28, 32.

Foster, James (1990), "Working Together: How Companies are Integrating Their Corporate Communications," Public Relations Journal, (September), 18-24.

Gronstedt, Anders (1993), "Integrated Communications at America's Leading Total Quality Management Corporations," Working Paper, School of Journalism and Mass Communication, University of Colorado at Boulder.

Haker, Paul (1993), "Marine Midland Bank Proves the Power of Integration," Telemarketing, 11 (March), 47.

Huber, Richard L. (1993), "How Continental Bank Outsourced Its Crown Jewels," Harvard Business Review, (January-February), 123-129.

Jackson, Don (1992), "The Marketing Integration Puzzle," Direct Marketing, (October), 52-58.

Juleen, G. (1991), "Case study: How declining spirits sales have integrated marketing strategies and reversed the trend," Integrated Marketing Conference, Institute for International Research (November 19), Chicago.

Lawrence, Jennifer (1993), "Integrated Mix Makes Expansion Fly," Advertising Age, 64 (November).

Levin, Gary and Kate Fitzgerald (1993), "Sprint's Next Call: Integrated Marketing Unit," Advertising Age, 64 (June) 2, 53.

McNerney, Donald J. (1994), "Texas Instruments Opens its Virtual University," HR Focus, 71 (January), 14.

Moriarty, Rowland T. and Ursula Moran (1990), "Managing Hybrid Marketing Systems," Harvard Business Review, (November/December), 146-155.

Neal, Mollie (1993), "Andersen Takes Great "Panes" to Build Relationships," Direct Marketing, (April), 28-30.

Neri, Stacey (1996), "Integrated Integration at the Incredible Universe," IMC Research Journal, 2, 1 (Spring), 22.

Pae, Peter (1993), "Advanta Finds Edge With Careful Customer Screening," The Wall Street Journal, (first week of April).

Schneider, G. J. (1991), "Case study: NEC provides a striking example of effective, integrated marketing communications," Integrated Marketing Conference (November 19), Institute for International Research, Chicago.

Schultz, Don E. (1994), "A Canadian Approach to Integrated Communications," Marketing News, (September), 13.

Wagner, Henry C., David Fleming, W. Glynn Mangold and Raymond W. LaForge (1994), "Relationship Marketing in Health Care," Journal of Health Care Marketing, 14 (Winter), 42-47.

IMC - Challenges

Arnold, Jim (1995), "IMC: Much Ado About Little," The Public Relations

Strategist, 1:3 (Fall), 29, 32.

Bergstrom, Kaarina M. (1994), "Does the Promise of IMC Hold True?" Sales

and Marketing Strategies & News, 4:8 (December), 1, 5.

Day, George S. (1986), "Tough Questions for Developing Strategies," The Journal of Business Strategy, (Winter): 60.

Deighton, John (1994), "Part 3 - Brave New World, Future Issues in Marketing Communication," Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies. Marketing Science Institute Report No. 94-109, Cambridge: Marketing Science Institute, 40-43.

(1995), "Face Off: Opposing Views on Integrated Marketing Communications," The Public Relations Strategist, 1:3 (Fall), 26-33.

Gilbreath, Robert D., "Planning for the Unexpected," The Journal of Business Strategy, pp. 44-49.

Hammer, Michael and James Champy (1993), Reengineering The Corporation. New York: Harper Collins: 28.

(1991), "Integrating the Execution," Promo, (February), 28-31, 41, 47.

(1991), "Integrating and Reality," Promo, (March), 6-7, 24.

(no auther) (1991), "Integration and Reality: Major Agencies Making the Move to Integration," Promo, (March).

Koelle, M. (1991), "Integrated marketing communications: Barriers to the dream," First Annual symposium on integrated marketing communications (June 19), Northwestern University, Evanston, IL.

(1993), "Marketers Dissect the IMC Puzzle," Sales and Marketing Strategies &

News, (September/October), 1, 4.

Milenthal, David (1993), "Are You Prepared to Integrate?", Columbus CEO, (August), 32.

Miller, Cyndee (1993), "Everyone Loves 'IMC,' But...," Marketing News, 27 (August).

Much, Marilyn (1991), "Can Agencies Deliver?", Direct (April), 17-18.

Much, Marilyn (1991), "Not-so-civil war stories", Direct (October), 1, 29-30.

Myers, J. (1991), "What integrated marketing communications is/is not/could be," First Annual Symposium on Integrated Marketing Communications (June 19), Northwestern University, Evanston, IL.

Novelli, William D. (1989-90), "One-stop shopping: some thoughts on integrated marketing communications," Public Relations Quarterly, 34(4), 7-9.

(no author) (1992), "Our Favorite Incentives," Adweek (October 19): 20.

Rapp, Stan (1988), "Beware of integration", Direct Marketing (December), 92-94.

Rapp, Stan (1993), "Cut the Integrated Baloney," Direct, 5 (January), 74-xx.

Smith, Dawn (1993), "The 8 Myths of Integrated Marketing," Marketing Computers, (March), 29-32.

(1993), "Speaking With One Voice," Promo, March, 38, 71.

Watras, Michael (1995), "Potential Pitfalls on the Road to Integrated Marketing," IABC Communication World (October), 22-23.

Wells, Melanie (1997), "'One-Stop Shopping' Slips Away," Advertising Age

(January 25), 1, 44.

Wolfe, Nancy B. (1995), "Understanding the Message of Integrated Communications," PRSA Intersections (Summer), 4.

Wolter, Lou (1993), "Superficiality, Ambiguity Threaten IMC's Implementation and Future," Marketing News, 12 (September 13), 21.

Yarbrough, John F. (1996), "Putting the pieces together," Sales & Marketing

Management, (September).

IMC - General Discussion

( 1991), "Agencies have Poor Track Record, Says Lintas Executive," PROMO

(April), 7.

Allen, Richard (1993), "Tip-Offs," Info, (October), 10-12.

Bagot, Brian (1990), "Black's Back," Marketing & Media, (February), 8.

Barnhart, Jeffrey E. (1994), "Small Firms Look to Integrated Marketing." Sales and Marketing Strategies & News, (July/August): 13, 15.

Bennet, John (1994), "Shopping for Sponsorships? Integration is Paramount," Brandweek, 18 (February).

Bergstrom, K. (1992), "Integrated marketing intensifies," Sales and Marketing Strategies & News, 1, 59, 62.

Blackwell, R.D. (1987). "Integrated Marketing Communications." In Gary L. Frazier and Jagdish N. Sheth (Eds.) Convtemporary Views on Marketing Practice (Lexington, MA: Lexington Books), 237-250.

Brown, Neil M. (1993), "Redefine Integrated Marketing Communications," Marketing News (March 29): 4-5.

Cahners Niche (1994), "Integrated Marketing: Outside Perspectives," The Newsletter for Cahners Publishing Company, (September).

(1996), "Campaign Integrated," special section of Campaign, (June 7), 29-32.

Clark, Charles T. (1994), "Innovative Companies Find IMC Success," Sales and

Marketing Strategies & News, 4:8 (December), 1, 4.

Derelian, Doris and Kerry Tucker (1991), "Packaging Messages and Media to Cut Through Clutter," Public Relations Journal, (February), 32-33.

Donath, Bob (1995), "The Productivity Promise of Integrated Marketing Communications," ISBM Insights, 5 (May), (The Smeal College of Business Administration, Penn State).

Duncan, Tom. (1998) "Integrated Marketing Is a Philosophy, Not a Function," Integrated Marketing & Promotion, (January/February) 82-83.

Duncan, Tom. (1997) "The '5Rs' of Purposeful Dialogue," Direct Marketing, (September), 44-46.

Duncan, Tom. (1997). "IMC is more than one voice, one look and databases," Marketing Educator, (Summer), 6, 10.

Duncan, Tom. (1996) "IMC is Quietly Putting Down Roots," IMC Research Journal, 2, 1(Spring), 2.

Duncan, Tom. (1994) "Is Your Marketing Communications Integrated?," Advertising Age, (January 24), 8.

Duncan, Tom. (1993) "To Fathom Integrated Marketing, Dive! The complete value of IMC lies below the 'one voice, one look' surface." Advertising Age (October 11),

10.

Duncan, Thomas R. (1993), "Integrated Marketing? Its Synergy: Having Said That, Implementing the Plan Gets More Complicated," Advertising Age, (March 8) 22.

Duncan, Thomas R. (1994), "New Sides to IMC," Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies. Marketing Science Institute Report No. 94-109, Cambridge: Marketing Science Institute, 37-39.

How to Measure Your Company's IMC 'IQ'," Advertising Age, October 13, 1993, p. ?

The IMC Waters Run Deep," Advertising Age, September 21, 1993, p. ?

Egol, Len (1995), "Perfect Combos; Integrated Marketing," Direct, 7 (June), 69.

Everett, Martin (1994), "It's No Fluke," Sales & Marketing Management, (April), 67-73.

Faure, Corrine and Lisa Klein (1994), Marketing Communications Strategies Today and Tomorrow: Integration, Allocation, and Interactive Technologies. Marketing Science Institute Report No. 94-109, Cambridge: Marketing Science Institute.

Fawcett, Adrienne Ward (1993), "Integrated Marketing Door Open For Experts," Advertising Age, (November).

Fawcett, Adrienne Ward (1993), "Marketers Convinced: Its Time Has Arrived," Advertising Age, (November).

Finegan, Jay (1992), "Taking Names," Inc. Magazine (September).

Fitzgerald, Kate (1993), "In Line For Integrated Hall of Fame," Advertising Age, (November).

(1991), "Five opinions on integrated marketing," Target Marketing, (April), 21-22.

Fizdale, Rick (1992), "Integrated Communications: The Whole Picture," The Advertiser, (Summer), 58-62.

(1995), "Focused Communications News," Price/McNabb, Inc., (October 22).

Giffen, Ken (1995), "Banking Communications: An Integrated Point of View," IMC Research Journal, 1, 1 (Spring), 28.

Goldstein, Mark (1993), "The Bigger The Idea The Better The IMC," Adweek, (May), 54.

Graunke, Kevin and Jan Wondra (1993), "Common Misconceptions," in letters to the editor, Business Journal, (April 17), 5.

Guarascio, Phil (1990), "A View of the Future: Part II," Adweek (October

15), 42.

Harris, Thomas L (1991), "The integration of marketing, advertising and public relations: "Ps in a pod or just a shell game?", Annual conference, Association for Education in Journalism and Mass Communications (August 8), Boston.

Harris, Thomas (1995) "IMC: A Concept for Today," The Public Relations

Strategist, 1:3 (Fall), 28, 30.

Kendall, Robert (1994), "Beyond Integrated Marketing Communication," PR Educator, PRSA Educators Section Quarterly Newsletter, (Summer), 1.

Q&A: Philip Kotler (1993), "Kotler Foresees Integrated Future," Business Marketing, (September).

Kozikowski, Mitchell (1993), "A Union of Disciplines," Journal of Public Relations, 6 (November).

Kozikowski, Mitchell (1993), "IMC: A Process Whose Time Has Come," Dialogue*, (December).

Lewis, H. G. (1988), "Let them integrate with us!", Direct Marketing (November), 52-55.

Lindell, P. Griffith (1996), "Lining up Your Marketing Ducks; Integrated

Marketing Communications," Marketing Computers, October.

Logan, Dan (1994), "Integrated Communication Offers Competitive Edge," Bank Marketing, 26 (May), 63-66.

MacClaren, Craig R. (1991), "Clients Take the Lead on Integration," Promo, 4, 7 (July), 1.

Miller, Cyndee (1993), "Sprint Unit Adopts Integrated Marketing Strategy." Marketing News (August 16): 3.

Moore, Marian Chapman (1992), "Signals and Choices in a Competitive Interaction: The Role of Moves and Messages," Management Science, 38 (April), 483-500.

Much, Marilyn (1991), "Integrated Marketing; It's a Seamless Approach that Communicates a Unified Brand Message to the Consumer," Direct, 3 (June), 13.

Mutert, Cara Chang (1993), "Marketers Dissect the IMC Puzzle," Sales and

Marketing Strategies & News (September/October), 1, 4.

Neavill, M. (1991), "Communications from the real customer's viewpoint," First Annual symposium on Integrated Marketing Communications, Northwestern University, Evanston, IL.

NHK&W Integrated Marketing Communications, Inc. (1996), A Guide to Creating Integrated Marketing Communications Plans.

Nolan, Paul (1996), "Angels in the Boardroom," Potentials in Marketing,

(June), 10-18.

Novosad, R. (1991), "Talking turkey through integrated communications," Public Relations Journal (September), 40-42.

O'Brien, Richard F. (1991), "Integrated Marketing: Can Agencies Deliver," First Annual Symposium on Integrated Marketing Communications. Northwestern University: Medill School of Journalism, 47-52.

O'Leary, Noreen (1996), "The Jacks-of-all-Trades," Adweek, October 7, 39-42.

Page, Arthur W. (1995), "Integrated Communications: Myth or Magic?", Arthur W. Page Society Spring Seminar, (April 4-5).

Reitman, Jerry, "Integrated Marketing: Fantasy or the Future?," in Corrine

Faure and LIsa Klein (eds.), Marketing Communication Strategies Today and

Tomorrow: Integration, Allocation, and Interactive Technologies, Marketing

Science Institute Report No. 94-109 (Cambridge MA: MSI, 1994): 30-32.

(1993), "The Right Terms," Direct, November, 32-36.

Rosenfield, James R. (1995), "Integrate, Don't Dis-integrate," Sales & Marketing Management, 147 (April) 30.

Rozet, Mervyn (1994), "The Power of Truly Integrated Marketing," Agri Marketing, (January), 20.

Schultz, Don E. (1991), "Integrated Marketing Communications," Journal of Promotion Management, 1, 99-104.

Schultz, Don E. (1993), "Four Basic Rules Lay Groundwork for Integration," Marketing News, (August), 5.

Schultz, Don E. (1995), "How to Generate an Unlimited IMC Budget," Marketing News, (June), 7.

Schultz, Don E. (1995), "IMC is a Great Idea, but Does it Have 'Legs?'," Marketing News, (May), 12.

Schultz, Don E. (1993), "Integrated Marketing Communications: Maybe Definition is in the Point of View," Marketing News, (January), 17.

Schultz, Don E. (1993), "Integrated Marketing Communications: A Competitive Weapon in Today's Marketplace," Marketing Review, 48 (July), 10-11, 29.

Schultz, Don E. (1993), "Integrating Marketing Communications in an age of specialization: can it work in the U.S.A?", Unpublished paper, Northwestern University, Evanston, IL.

Schultz, Don E. (1993), "Integration Helps You Plan Communications from Outside-in," Marketing News, (March), 12.

Schultz, Don E. (1994), "It's not the Parts, it's the Process," Marketing News, (November), 12.

Schultz, Don E. (1993), "Just What Are We Integrating? And Who Should Benefit?," Marketing News, (May), 10.

Schultz, Don E. (1994), "The Key to 'New Marketing' is in the Curves," Marketing News, (July), 16.

Schultz, Don E. (1995), "Making Mid-Decade Course Corrections," Marketing News, (February), 10.

Schultz, Don E. (1995), "Maybe it's Time to Think of Customers as Assets," Marketing News, (January), 30.

Schultz, Don E. (1994), "Objectives Drive Tactics in the IMC Approach," Marketing News, (May), 14.

Schultz, Don E. (1994), "Outside-in Instead of Inside-Out," talk given at DIMA Conference in Wiesbaden, Germany, (November).

Schultz, Don E. (1994), "'Real' Integration's Benefit" Reducing Transaction Costs," Marketing News, (March), 12.

Schultz, Don E. (1991), "The relationship between marketers, their agencies, and the media," Integrated Marketing Conference, Institute for International Research, Chicago, (June 19).

Schultz, Don E., "Outlook," Sales and Marketing Strategies & News.

Schultz, D. E., and Badger, W. (1991), "The status of integrated marketing communications in client organizations," First Annual Symposium on Integrated Marketing Communications, Northwestern University, Evanston, IL (June 19).

Smith, Janet (1995), "Integrated Marketing," Marketing Tools, (November/December), 63-70.

Snyder, Merrill (1991), "Rethinking 'Integrated'," Advertising Age, (October

28), 32.

Stevens, Mark (1992), "Integrated Marketing, The Strategy is Greater Than the Sum of its Parts," D&B Reports, (September/October), 50-51.

Suchecki, Mark (1993), "Integrated Marketing: Making it Pay," Direct, 5 (October), 43.

Vagnoni, Anthony (1994), "Small Is Dutiful," Creativity, (November), 11.

Wright, Karen (1990), "The Road to the Global Village," Scientific American, (March), 84.

Wylie, Kenneth (1993), "Integration the wave in $816M Industry; Two Merged Shops at Top," Advertising Age, (May 17), S1.

(1995), "Y&R Whisks the Whole Egg to Offer a Total Strategic Answer," Campaign Magazine (London) (August 17).

IMC and Media

Bauman, Risa (1993), "Choosing the Right Media Mix," Direct, 5 (May), 31.

Decker (1993), "Media in the 90s: How Media Is Adapting to A Changing Marketplace," The Advertiser, (Spring), 50.

Eisenhart, Tom and Sue Kapp (1990), "Orchestrating Your Media Options," Business Marketing, (April), 38.

*Fanch, Kristin L. (1997) "A Study of Interactivity Cues in Television Advertising," IMC Research Journal, 3, 1 (spring), 18-22.

Holley, Jack K. and Paul J. Lavrakas, Ph.D. (1989), "More Management Training Needed, Media Managers Say," Journalism Educator.

Hughes, Arthur and Paul Wang (1995), "Media Selection for Database Marketers," Journal of Direct Marketing, 9 (Winter), 79.

Schultz, Don E. (1993), "Integration and the Media: Maybe Your Approach is Wrong," Marketing News, (June), 15.

Wang, P., H. Nelson and J. Bace (1991), "Integrated media-planning and marketing communication strategies," Journal of Media Planning (spring), 38-46.

Wang, Paul and Lisa Petrison (1991), "Integrated Marketing Communications and its potential effect on media planning," Journal of Media Planning, (Fall), 11-18.

IMC and New Media

Artzt, Ed (1994), "Making a Place for Advertising in New World of Interactive Media," Advertising Age, 40 (May).

Beacham, Frank (1993), "Marketing on the Internet a Daunting Prospect," Advertising Age, 20 (December).

Benezra, Karen (1996), "Networks Squeeze Tie-In Ad Content," Brandweek, (February 12), 9.

Bovet, Susan Fry (1994), "Technology Speeds Message Delivery and Monitoring," Journal of Public Relations, 2 (February).

"Collaborative Computing," Computer Reseller News (August 28, 1995).

Cross, Richard (1994), "Internet: The Missing Marketing Medium Found," Direct Marketing, (October), 20-23.

Cross, Tom (1986), Networking: An Electronic Mail Handbook. Glenview, IL: Scott Foresman.

Donath, Bob (1995), "Surf's Up For Marketing on the Internet," ISBM Insights, 5 (May), (The Smeal College of Business Administration, Penn State).

*Faigin, Tracy L. "Using the Web as a Marketing Tool: Introducing a New Medium Into the Media Mix." IMC Research Journal, 3, 1 (Spring), 40-48.

Fawcett, Adrienne Ward (1994), "Interactive Looms Large in Budgets." Advertising Age (October 3): S-1, S-16.

Gordon, Vicki V. (1995), "The Age of the CyberSavants," IMC Research Journal, 1, 1(Spring), 39.

Haley, Kathy (1996), "In the Changing '90s Market, the Infomercial 'Here to Stay,'" Advertising Age, (March 11), 2A.

Himelstein, Linda (1994), "Attack of the Cyber Snoopers," Business Week (May), America Online.

Hodges, Jane (1996), "CMR Takes Ad Tracking Service to the Internet," Advertising Age, (March 4): 24.

Kate, Nancy Ten (1995), ìAnd Now, A Word from Our Sponsor,î Marketing Tools, (June), 46-55.

Landler, Mark and Laura Zinn (1993), "Will the Information Highway Bypass

Madison Avenue?" Business Week (July 12): 118.

Lohr, Steve (1996), "The Great Mystery of Internet Profits," The New York Times, (June 17): D1.

Meeks, Brock N. (1993), "Privacy Is My Life," Wired, America Online.

Rigdon, Joan E (1996), "Hip Advertisers Bypass Madison Avenue When They Need

Cutting-Edge Web Sites," Wall Street Journal, (February 28): B1.

Schrage, Michael (1992), "Showtime,î Adweek, (July 6), 12.

Stewart, Thomas A. (1994) "Managing in a Wired Company," Fortune (July 11),

44-64.

Tynan, Kevin B. (1994), Multi-Channel Marketing. Chicago: Probus Publishing Company.

Voight, Joan (1995), "The Technician as Prophet," Adweek, (November), 12, 16.

Ward, Audrey Peele (1995), "Interactive Integration: The Role of Interactive Technologies in Integrated Communications," IMC Research Journal, 1, 1 (Spring), 44.

Wunderman, Lester (1994), "Interactive Communications, the Dream and the Reality," Journal of Direct Marketing, 8 (Summer), 74-77.

IMC - Research

Carrel, Bob J., Doug A. Newsom and Sarwat Hussain, "The Tower of Babel: A descriptive Report on Attitudes Toward the Idea of Integrated Communication Programs," Working Paper, Annual Convention of the Association for Education in Journalism and Mass Communication, Montreal Canada.

Caywood, Clarke, Don Schultz and Paul Wang (1991), "Integrated Marketing

Communications: A Survey of National Consumer Goods Advertisers."

Northwestern University report: (June).

Cleland, Kim (1995), "Few Wed Marketing, Communications," Advertising Age, (February).

Duncan, Thomas R. and Stephen E. Everett (1993), "Client Perceptions of Integrated Marketing Communications," Journal of Advertising Research, (May/June), 30-40.

Duffy, M. (1991), "Integrating new measurement tools and techniques: Building targeted marketing programs," Presentation at Integrated Marketing conference, Institute for International Research, Chicago.

*Duncan, Tom and Sandra E. Moriarty (1997). "Front-end Alignment: Auditing to Make the Brand Relationship-Building Process More Effective and Efficient," Marketing Tools, (September), 64--67.

*Duncan, Tom and Sandra E. Moriarty, (1997) "The IM Audit: Testing the Fabric of Integration," IMC Research Journal, 3, 1 (spring), 3-10.

*Henderson, Wayne (1997). "The IMC Scale: A tool for Evaluating IMC Usage," IMC Research Journal, 3, 1 (Spring), 11-17.

Leckenby, John D. (1976), "Conceptual Foundations for Copytesting Research, "University of Illinois Advertising Working Papers, No. 2 (February).

Miller, Debra A. and Patricia B. Rose (1994), "Integrated Communications: A Look at Reality Instead of Theory," Public Relations Quarterly, 39,1 (Spring), 13-16.

Moriarty, Sandra E. and the Message Effectiveness Seminar (1996), "Relationship Links and IMC," IMC Research Journal, 2, 1 (Spring), 3.

Phelps, Joseph, Josefh Plumley, and Edward Johnson (1994), ìIntegrated Marketing Communications: Who Is Doing What?î abstract in the Proceedings of the American Academy of Advertising, Karen Whitehall King (ed.), 143-145.

Rose, Patricia B. and Debra A. Miller (1993), "Integrated Communications and Practitioners' Perceived Needs," Journalism Educator, 48, 1 (Spring), 20-27.

Rothenberg, Randall (1990), "Surveys Proliferate, but Answers Dwindle,î New York Times, (October 5).

Stock, Michael John (1994), "Integrated Marketing Communications: A Descriptive Study," Working Paper, University of Iowa.

(1991), "Survey Examines Attitudes of PR Professionals," Positioning, (Winter).

(1996) "Survey Highlights 'Age of Cynicism' but Finds Most Keep an Open Mind," Inside PR (July 15): 1, 3.

Ward, Audrey and Jeremy Hebert (1996), "The IMC Audit Content Analysis," IMC Research Journal, 2, 1 (Spring), 28.

IMC - Theory

Anderson, N.H. (1981), "Integration theory applied to cognitive responses and attitudes," In R. E. Petty, T. M. Ostrum, and T. C Brock (Eds.), Cognitive responses in persuasion (pp. 361-367). Hillsdale , NJ: Lawrence Erlbaum Associates.

Anderson, N.H. (1971), "Integration theory and attitude and change," Psychological Review, 78(3), 171-206.

Blattberg, Robert C. and John Deighton (1991), "Interactive Marketing: Exploiting the Age of Addressability." Sloan Management Review, (Fall), 5-14.

Duncan, Tom (1995), "The Concept and Process of IMC," IMC Research Journal, 2, 1 (Spring), 3.

Duncan, Tom (1995), "A Macro Model of Integrated Marketing Communication," paper presented to the American Academy of Advertising IMC conference, Norfolk, VA, March 23-24.

Duncan, Tom and Clarke Caywood (1993), "The Concept, Process, and Evolution of Integrated Marketing Communications," in E. Thompson and J. Moore (eds.) Integrated Communications: Synergy of Persuasive Voices. Hillsdale: Erlbaum.

Gronstedt, Anders (1996), "How Agencies Can Support Integrated

Communications," Journal of Business Research, 37:3 (November), 201-206.

Hutton, James G., (1995), "Integrated Marketing Communications and the Evolution of Marketing Thought," paper presented to the American Academy of Advertising IMC conference, Norfolk, VA, March 23-24.

Larson, Tim and Jim Potter (1995), "Integrated Marketing Communication Management: An Applied Hierarchy of Effects Model for Evaluating Not-for-Profit Organizations," Journal of Nonprofit & Public Sector Marketing, 3, 2, 23.

MacInnis, Deborah and Douglas Stayman (1993), "Focal and Emotional

Integration: Constructs, Measures, and Preliminary Evidence," Journal of

Advertising, 22:4 (December), 51-66.

MacInnis, D. J. and B. Jaworski (1989), "Information processing from advertisements: Toward an integrative framework," Journal of Marketing, 53, 1-23.

*Moriarty, Sandra E. (1997). "The Strategic Consistency Triangle," The Public Relations Strategist, 3:2 (Summer), 42-46.

*Moriarty, Sandra E. (1996) "The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda,." Chap. 18 in Integrated Communication: Synergy of Persuasive Voices, Esther Thorson and Jeri Moore (Eds), Mahwah, NJ: Lawrence Erlbaum, 333-354.

Moriarty, Sandra E. (1983), "Beyond the Hierarchy of Effects: A Conceptual Model," in Current Issues and Research in Advertising, 1, 45-56.

Nowak, Glen J. and Joseph Phelps (1994), "Conceptualizing the Integrated Marketing Communications' Phenomenon: An Examination of Its Impact on Advertising Practices and Its Implications for Advertising Research," Journal of Current Issues and Research in Advertising, 16, 49-66.

Phelps, Joseph and Edward Johnson, "Entering the Quagmire: Examining Measures of Integrated Marketing Communications," working paper.

Marketing and IMC

Donath, Bob (1995), "Putting The Customer Into New Products," ISBM Insights, 5 (May), (The Smeal College of Business Administration, Penn State).

*Duncan, Tom and Sandra E. Moriarty (1998). "A Communication-Based Marketing Model for Managing Relationships." Journal of Marketing, 62 (April), xx

*Duncan, Tom (1995) "Why Mission marketing is More Strategic and Long Term Than Cause Marketing." Paper presented at the 1995 AMA Winter Educator's Conference.

Hoyer, Wayne D., J. Jeffrey Inman and leigh McAlister (1990), "Promotion Signal: Proxy for Price Cuts?", Journal of Consumer Research, 17 (June), 74-81.

Kaatz, Ron (1995), Advertising & Marketing Checklists. Lincolnwood: NTC Business Books.

*Moore, Michelle Y. (1997) "Improving Customer Retention By Analyzing Defection." IMC Research Journal, 3, 1 (spring), 23-32.

Nowak, Glen J., Glen T. Cameron and Denise DeLorme (1994), "Looking Beyond Consumer Product and Packaged-Goods marketers: The Relevance of 'Integrated Marketing Communications' to Retail and Service Marketers," Paper Submitted to Integrated Marketing Communications Conference, (May), Norfolk, Virginia.

Smith, Craig (1994), "The New Corporate Philanthropy," Harvard Business

Review, (May-June), 105-116.

Solomon, Michael R. and Basil G. Englis (1994), "Observations: The Big Picture: Product Complementarity and Integrated Communications," Journal of Advertising Research, (January/February), 57-62.

Traeger, Kristen (1995), "Mission Marketing: The Next Strategic Step on the Philanthropy Continuum,î" IMC Research Journal, 1, 1 (Spring), 35.

Warner, Carin I. (1992), "Applying Integrated Marketing To Brand Positioning," Public Relations Journal, (October), 15-16.

Zinkhan, George M., Charles S. Madden, Rick Watson, and David Stewart (1996), "Integrated Marketing Communications and Relationship Marketing: Complementary Metaphors for the Twenty-First Century," Contemporary Knowledge of Relationship Marketing, 1996 Research Conference Proceedings, Atul Parvatiyar and Jagdish N. Sheth, eds., (Atlanta: Center for Relationship Marketing, Emory University) 182-184.

Marketing - Challenges

Child, Peter (1995), "Can Marketing Regain the Personal Touch," The McKinsey Quarterly, No. 3, 113-125.

Culnan, Mary (1991), "An Issue of Consumer Privacy," The New York Times, (March 31).

Noll, Michael (1991), "The Failure of AT&T Strategies," The New York Times, (March 31).

Rayport, Jeffrey F. and John J. Sviokla (1995), "Managing in the Marketspace," The McKinsey Quarterly, No. 3, 141-150.

Marketing - General Discussion

(1985) "AMA Board Approves New Marketing Definition," Marketing News (March 1): 1.

Arnott, Nancy (1994), "Selling is Dying," Sales & Marketing Management, 146, 8, (August), 82.

Bagwell, Kyle and Michael H. Riordan (1991), "High and Declining Prices Signal Product Quality," The American Economic Review. 81, (March), 224-239.

Bleakley, Fred R. (1991), "How a Terrific idea For Grocery Marketing Missed the Targets," The Wall Street Journal, (April 3), A4.

Day, George S (1992), "Marketing's Contribution to the Strategic Dialogue," Journal of the Academy of Marketing Science, 20 (Fall): 323-29.

Eliashberg, Jehoshua and Thomas S. Robertson (1988), "New Product Preannouncing Behavior: A Market Signaling Study," Journal of Marketing Research, (August), 25, 282-292.

Francese, Peter (1996), "Marketing Know-How," American Demographics, (May), 50.

Gronroos, Christian (1990), Service Management and Marketing. Lexington MA: Lexington Books.

Gundlach, Gregory T., Ravi S. Archol and John T. Mentzer (1995), "The Structure of Commitment in Exchange," Journal of Marketing, 59 (January), 78-92.

Hamel, Gary and C.K. Prahalad (1993), "Strategy as Stretch and Leverage," Harvard Business Review, (March-April,), 75.

Kleinfield, N.R. (1991), "Targeting the grocery shopper," The New York Times, (Sunday, May 26).

(1995), "A Knowledge of Our Business," Advertising Age, September 25, M6-10.

Kotler, Philip (1988), Marketing Management: Analysis, Planning, Implementation, and Control, 6th ed. Englewood Cliffs, NJ: Prentice-Hall Inc., 33.

Kotler, Philip (1986), "Megamarketing," Harvard Business Review, (March-April), 117-124.

Lamb, Charles W. Joseph F. Jr., Hair, Jr., and Carl McDaniel (1992),

Principles of Marketing. Cincinnati, Ohio: South-Western Publishing Co.,

8-10.

Levitt, Theodore (1965), "Exploit the Product Life Cycle." Harvard Business Review (November/December), 81-94.

Lewyn, Mark (1994), "You Can Run, But It's Tough To Hide From Marketers,"

Business Week (September), America Online.

McKenna, Regis (1995), "Real-Time Marketing," Harvard Business Review, (July/August), 87-95.

McKenna, Regis (1991), "Marketing is Everything," Harvard Business Review, (January/February).

Menon, Anil and P. Rajan Varadarajan, (1992), "A Model of Marketing Knowledge Use Within Firms," Journal of Marketing 56 (October), 53-71.

Mohr, Jakki and Robert Spekman (1994), "Characteristics of Partnership Success: Partnership Attributes, Communication Behavior, and Conflict Resolution Techniques," Strategic Management Journal, 8 (February), 135-53.

Morall, Katherine, "Turning Paper Checks into Plastic: Debit Cards." Bank

Marketing. 26 (12), 12.

Moriarty, Rowland T. and Ursula Moran (1990), "Managing Hybrid Marketing Systems," Harvard Business Review, (November/December), 146-155.

Menon, Anil and P. Rajan Varadarajan (1992), "A Model of Marketing Knowledge Use Within Firms," Journal of Marketing, 56 (October), 53-71.

Neal, William (1996), "Methodologies Complement, Not Oppose (comment to D.E. Schultz Article)" Marketing Research,8, 1 (Spring), 64.

Rees, Ron (1994), "Below and Behold!," Marketing Week, (May 6), 36-39.

Raphel, Murray (1992), "Make Sure the Story Isn't Better Than the Store," Direct Marketing, (October) 49-50.

Robinson, William A. (1991), "Managing Your Marketing System For Better Results," Potentials in Marketing, (September).

Ruekart, Robert W. and Orville C. Walker (1987), "Marketingís Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework," Journal of Marketing, 51 (July), 15-33.

Schultz, Don E. (1996), "Closed-loop Process Validates Just-right Marketing Spending," Business Marketing, (February).

Schultz, Don E. (1993), "Customers determine value of your marketing tactics," Marketing News, 13.

Schultz, Don E., Stanley I. Tannenbaum, and Robert F. Lauterborn (1994), The

New Marketing Paradigm. Lincolnwood, IL.: NTC Business Books.

Schultz, Don E. (1995), "Losing Attitude: Accountability is Driving the Use of Behavioral Data," Marketing Research, 7, 4 (Fall), 9.

Schultz, Don E. (1993), "We Simply Can't Afford to Go Back to Mass Marketing," Marketing News, (February), 20.

Schultz, Don E. (1994), "Traditional Marketers Have Become Obsolete," Marketing News, xx (June), 11.

Shapiro, Benson, P. and Adrian J. Slywotzky (1993), "Leveraging to Beat the Odds: The New Marketing Mind-Set," Harvard Business Review, (September-October), 97-107.

Taylor, William (1993), "Message and Muscle: An Interview with Swatch

Titan Nicolas Hayek," Harvard Business Review, (March-April), 103.

Varva, Terry G. (1992), Aftermarketing. Homewood, IL: Irwin.

(1994), "Projecting Return on Marketing," Marketing Tools, (April/May), 46.

Marketing Mix

Bernstein, Sid (1990), "New way to teach marketing," Advertising Age, (December 3).

Boulding, William, Eunkyu Lee and Richard Staelin (1994), "Mastering the Mix: Do Advertising, Promotion, and Sales Force Activities Lead to Differentiation?" Journal of Marketing Research, 31 (May), 159-172.

Hughes, Arthur M. (1996), "Boosting Response with RFM," Marketing Tools, (May), 4-10.

Mohr, Jakki and John R. Nevin (1990), "Communication Strategies in Marketing Channels: A Theoretical Perspective," Journal of Marketing, (October), 36-51.

Shapiro, Benson P. (1985), "Rejuvenating the Marketing Mix." Harvard Business Review (September/October): 283.

Stewart, David W., Gary Frazier, and Ingrid Martin (1996), "Integrated Channel Management: Merging the Communications and Distributions Functions of the Firm," in Esther Thorson and Jerry Moore (eds.), Integrated Marketing and consumer psychology, (Hillsdale NJ: Lawrence Erlbaum Associates).

Stewart, David W. (1995), "Integrating the Marketing Mix: Coordination of Non-Store Retailing Programs," Non-Store Retailing. New York: Qurom Books.

Waterschoot, Walter van and Christopher Van den Bulte (1992), "The 4p Classification of the Marketing Mix Revisited, Journal of Marketing, (October), 83-93.

Market Orientation

Arnould, Eric J. and Melanie Wallendorf (1994), "Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation," Journal of Marketing Research, 31 (November), 484-504.

Day, George S. (1994), "The Capabilities of Market-Driven Organizations," Journal of Marketing, (October), 37-52.

Day, George S. (1990), Market-Driven Strategy: Processes for Creating Value. New York: The Free Press.

Griffin, Abbie and John R. Huser (1992), "Patterns of Communication Among Marketing, Engineering and Manufacturing--A Comparison Between Two New Product Teams," Management Science, 38 (March), 360-373.

Jaworski, Bernard J. and Ajay K. Kohli (1993), "Market Orientation: Antecedents and Consequences," Journal of Marketing, 57 (July) 53-70.

Kohli, Ajay K., Bernard J. Jaworski and Ajith Kuman (1993), "MARKOR: A Measure of Market Orientation," Journal of Marketing Research, 30 (November), 467-477.

Presman, Sandra (1990), "A Televised Twist to Marketing a Trade Show," Business Marketing, (December), 42.

Slater, Stanley F. and John C. Narver (1995), "Market Orientation and the Learning Organization," Journal of Marketing, (July), 63-74.

Stewart, David W. (1995), "The Market-Back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success," AAA Special Conference on Integrated Marketing Communication, Norfolk WV, (March).

Webster, Frederick E. (1994), America Online, Jr., Market Driven Management. New York: John Wiley & Sons: 5,11.

Organizational Issues

Ashkenas, Ron and Steve Kerr, Todd Jick, Dave Ulrich (1995), The Boundaryless Organization. San Francisco, CA: Jossey-Bass: 4.

Balkin D., and L. Gomez-Mejia (1992), Compensation, Organizational Strategy, and Firm Performance. Cincinnati, OH: South-Western Publishing Co: 258-259.

Bartlett, Christopher A., and Sumantra Ghoshal (1990), ìMatrix Management: Not a Structure, a Frame of Mind,î Harvard Business Review, 90, 4 (July-August), 138.

Bertrand, Kate (1991), "Logistics Snarl Integrated Efforts," Business Marketing, (November), 28.

Bitner, Mary Jo (1992), "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, 56 (April) 57-71.

Bowen David E. & Edward E. Lawler III (1995), "Empowering Service Employees," Sloan Management Review, (Summer): 74.

Buzell, Robert D., and Ortmeyer, Gwen (1995), "Channel Partnerships Streamline Distribution," Sloan Management Review, 36, 3 (March 22), 85.

Bonoma, Thomas V., Deniss P. Slevin, and Vadake K. Narayanan "Organizational Integration: Three Roads to More Effective Management," Working Paper No. 220, Graduate School of Business, University of Pittsburgh, 1977.

Byrne, John A. (1993), "The Horizontal Corporation," Business Week,

December 20, 79.

(1994), "Challenges for One-Stop Shops," Marketing, (November), 5.

(1995) "CIT's Introduction to the Call Center: What it Means To You," Telemarketing (August-September,).

Cleland, Kim (1995), "A Lot of Talk, Little Action on IMC," Business Marketing, (March).

Davis, Stanley M. and Paul R. Lawrence (1978), "Problems of Matrix Organizations," Harvard Business Review, 56, 3 (May-June), 131.

Davidow, W., and M. Malone, "Virtual Corporation," Forbes, 103-107.

Eisenhart, Tom (1990), "Going the Integrated Route," Business Marketing, (December), 24-32.

Faigin, Tracey L. (1996), "Employee Empowerment: Managing Employees for Competitive Advantage," IMC Research Journal, 2, 1(Spring), 47.

Foster, James (1990), "Working Together: How Companies Are Integrating Their Corporate Communications," Public Relations Journal, xx (September), 18-24.

George, Michael, Anthony Freeling and David Court (1994), "Reinventing the Marketing Organization," The McKinsey Quarterly, 4 , 43-62.

Gordon, Vicki (1996), "The Role of Groupware in IMC," IMC Research Journal, 2, 1(Spring), 32.

Gronstedt, Anders (1996), "Accounting for Integrated Communications," IMC Research Journal, 2, 1 (Spring), 11.

Gronstedt, Anders (after 1993), "Integrated Communications at America's Leading Total Quality Management Corporations," working paper, University of Colorado at Boulder.

Gronstedt, Anders (1995), "Integrating Up, Down, and Horizontally: Lessons from America's Leading Total Quality Management Corporations," IMC Research Journal, 1, 1 (Spring), 11.

Gronstedt, Anders (1995), "Two Client/Agency Models for Practicing Integrated Communications," AAA, IMC pre-conference (March 24), Norfolk, VA.

Gronstedt, Anders and Esther Thorson (1996), "Five Approaches To Organize

An Integrated Marketing Communication Agency," Journal of Advertising

Research, 36:2 (March/April), 48-58.

The Hay Group: Thomas P. Flannery, David A. Hofrichter, Paul E. Platten (1996), People, Performance, & Pay: Dynamic Compensation for Changing Organizations. New York: The Free Press: 34.

Heinlein, Susan (1994), "Is it an Ad Agency? Is it a PR agency? No, it's a

Marcom Agency-Maybe; Marketing Communication," New Business Journal (June), 79.

Hume, Scott (1991), "New Ideas, Old Barriers," Advertising Age, (July).

Joiner, Brian (1994), 4th Generation Management. New York: McGraw-Hill: 242.

Kanter, Rosabeth Moss (1989), "The New Managerial Work," Harvard Business Review, 89, 6 (November-December), 85.

Kelley, Robert E. (1988), "In Praise of Followers," Harvard Business Review, 66, 6 (November-December), 142.

Kotter, John and James Heskett (1992), Corporate Culture and Performance. New York: Free Press.

Levin, Gary (1993), "Tearing Down the Fiefdom Walls; As Integrated Marketing Floodgates Open, Agencies and Media Must Change," Advertising Age, (November).

Levin, Gary (1994) "AT&T Exec: Customer Access Goal of Integration,"

Advertising Age, October 10, S1-S5.

*McCutcheon, Ashley (1997). "When Words Aren't Enough: The Missing Link in Effective Employee Communication," 3, 1, (Spring), 54-58.

Paine, Lynn Sharp (1994), "Managing for Organizational Integrity," Harvard Business Review 12 (March-April): 106-117.

Phelps, Joseph, Thomas E. Harris, and Edward Johnson ìExploring Decision Making Approaches and Responsibility for Developing Marketing Communication Strategy in U.S. Firms,î to be published in the Journal of Business Research.

Pacheco, Anita M. (1996), "Integrating Compensation into the IMC Process," IMC Research Journal, 2, 1 (Spring), 37.

Ruth, Julie A. and Bernard L. Simonin, (1995), "Reconceptualizing Integrated Marketing Communications: The Importance of Vertical Integration, Corporate Externalities and Constituencies," Special Conference on Integrated Marketing Communication, Norfolk VA, (March).

Schultz, Don E. (1995), "A Better Way to Organize," Marketing News, (March), 12.

Schultz, Don E. (1994), "Driving Integration is What it is All About," Marketing News, (October), 12.

Schultz, Don E. (1994), "How Communications Dis-Integrate," Marketing News, (June), 12.

Schultz, Don E. (1993), "Maybe We Should Start All Over With an IMC Organization," Marketing News, (October), 8.

Schultz, Don E. (1993), "How to Overcome Barriers to Integration," Marketing News, (July), 16.

Schultz, Don E. (1993), "Managers Still Face Substantial IMC Questions," Marketing News, (September), 10.

Schultz, Don E. (1991), "Emerging Organizational Structure Has Great Possibilities For Some," Marketing News, (February), 16.

Schuster Jay R., and Patricia K. Zingheim (1992), The New Pay. New York,

NY: Lexington Books: 16.

Taubler, David Paul (1996), "The Changing Role of the Creative in an IMC Agency," IMC Research Journal, 2, 1 (Spring), 15.

Tortorici, Anthony J. (1991), "Maximizing Marketing Communications Through Horizontal and Vertical Orchestration," Public Relations Quarterly, (Spring), 20-22.

(1995), "Turf Wars Obstruct True IMC," Business Marketing, (April), 8.

Webster, Jr., Frederick E. (1992), "The Changing Role of Marketing in the Corporation," Journal of Marketing, 56 (October) 1-17.

Williams, Juliet (1994), "Workplace Marketing: A 1990s Business Imperative," Journal of Direct Marketing, 8 (Autumn) 66.

Zigon, Jack, "Making performance appraisal work for teams,"Lakewood Publications Inc. Training, (31: 6): 58.

Program Measurement and Analysis

Crimmins, Names C. (1992), "Better Measurement and Management of Brand Value," Journal of Advertising Research, (July/August), 11-20.

DDB Needham Worldwide (1996), "Everybodyís Doing It: The Who, What, Why , and How of Web Site Audience Measurement," Presentation to Northwestern University, (April 29).

Kohli, Ajay K., Bernard J. Jaworski and Ajith Kuman (1993), "MARKOR: A Measure of Market Orientation," Journal of Marketing Research, 30 (November), 467-477.

Lavidge, Robert C. and Gary A. Steiner (1961), "A Model for Predictive Measurements of Advertising Effectiveness," Journal of Marketing, (October): 59-62.

(1994), "Management Wants Integrated Communication and Impact Measurement" IABC Communication World (November): 32.

Much, Marilyn (1995), "New Research Quantifies the Effect of Ads," Investor's Business Daily (April, 24): A4.

Petersen, Laurie, (1990), "Pursuing Results in the Age of Accountability,"

Adweek's Marketing Week, (November 19), 20-22.

(1992) "Remington Finds the Numbers Don't Lie," Focus (NDL magazine) (Winter): 10-11.

Rust, Roland T., Anthony J. Zahorik and Timothy L. Keiningham (1995), "Return on Quality (ROQ): Making Service Quality Financially Accountable," Journal of Marketing, (April), 58-70.

Schultz, Don E. and Paul Wang (1994), "Real World Results," Marketing Tools, (April/May), 41-47.

Schultz, Don E. (1994), "Spreadsheet Approach to Measuring ROI for IMC," Marketing News, (February), 12.

Schultz, Don E. (1994), "Trying to Determine ROI for IMC," Marketing News, (January), 18.

Wang, Paul and Ted Spiegel (1994), "Database Marketing and its Measurement of Success: Designing a Managerial Instrument to Calculate the Value of a Repeat Customer Base," Journal of Direct Marketing, 8 (Spring), 73.

Public Relations

(1996), "Applying PEW Typologies to an Issue: Big Business," PR reporter, (April 8): 2.

Bosik, Darren, (1990), "Sixteen Percent of '89 PR Grads Took PR Jobs." O'Dwyerís PR Services 4 (September): 1, 16-22.

Broom, Glen M. and K. Tucker (1989), "An essential double helix," Public Relations Journal, 45, 40ff.

Broom, Glen M., Martha M. Lauzen and Kerry Tucker (1991), "Public Relations and Marketing: Dividing the Conceptual Domain and Operational Turf," Public Relations Review, 17 (Fall), 219-25.

(1996) "Case: When You're Wrong, the Best Course is To Say So," PR Reporter, (January 15): 1.

(no author) (1989), "Corporate communication in the Era of Globilization," Nihon Keizai Shimbun Corporate Communications SeminarPanel Discusion, Tokyo, (October).

Cutlip, Scott M. (1992), "The Invasion of Public Relations' Domain by Lawyers and Marketers," Communication World, 9 (January), 25.

(1991) "The Ethics of Issues Management," The Agenda, 2, 2, (Autumn).

Goldman, Jordan (1984), Public Relations in the Marketing Mix: Introducing Vulnerability Relations. Chicago: Crain Books.

(1996) "Good Times. Is It Deja Vu All Over Again?" Inside PR, (March 25): 2.

Gronstedt, Anders (1996) "Reengineering Public Relations," International

Public Relations Review, (June), 15-18.

Gronstedt, Anders (1996), "Re-Engineering and Improving Public Relations

Processes," Journal of Corporate Public Relations, VI, 44-47.

Grunig, James E. and Larissa A. Grunig (1991), "Conceptual Differences in Public Relations and Marketing: The Case of Health-Care Organizations," Public Relations Review, 17 (Fall), 257-278.

Grunig, James E. and Larissa A. Grunig (1990), Public Relations Research Annual. Hillsdale, NJ: Lawrence Erlbaum Associates.

Harris, Thomas L. (1993), "How MPR Adds Value to Integrated Marketing Communications," Public Relations Quarterly, 38 (June), 13.

Harris, Thomas L (1995), "Integrated Marcom: PR Threat or Opportunity?" PR News, 15, 51 (April 10).

Harris, Thomas L (1994), "PR gets Personal; Use of Direct Marketing Approaches by Marketing Public Relations Professionals," Direct Marketing Magazine, 56 (April) 29.

Harris, Thomas L. (1990), "What It Takes," PRSA Professional Development Seminar. Chicago, IL. (November 20).

Hartwig, Cynthia (1990) "Firms Should Show an Unsplintered Image," DM News (June 4), 17-18, 51.

Holmes, Paul (1995) "Reputation Management: Earning a Reputation and

Leveraging it for Success," Reputation Management (January/February) 9-16.

(1995), "Integrated Marketing: Is It PR's Nemesis or Salvation?" PR Services, (January), 1.

(1992), "Integrated Communications proposes blending PR with advertising and DM: Opportunity for one clear voice for users- or danger of de-emphasizing field's highest value?", (May 4), PR Reporter, 1-2.

(no author) (1995), "Integrated Marketing: Is It PR's Nemesis or Salvation?" O'Dwyerís PR Services, 9, 1 (January), 1.

Jefkins, Frank W. (1978), Public Relations in Marketing Management. London: McMillan.

Kekst, Fleshman (1996), Burson Tops in Harris Survey of PR Firm Clients," Inside PR, (September 9): 1, 3.

Kelly, Keith J. (1988), "Camera-Ready Releases Thrive in Marketing PR Era," OíDwyerís PR Services Report, (January).

Kirchen, Rich (1993), "As more ad agencies do PR, good ol' boy network fades," Business Journal, (April 10), 33.

Kotler, Philip, and William Mindak (1978), "Marketing and Public Relations," Journal of Marketing.

Kotler, Philip. (1987), "The Reemergence of Marketing Public Relations in Mega-Marketing Corporations." Remarks to the Corporate Associates Conference Medill School.

Landler, Mark, (1996), "Corporate Insurer to Cover Cost of Spin Doctors," New York Times, (September 10), c1.

Landler, Mark and Richard A. Melcher (1991), "The PR Problem at Hill & Knowlton," Business Week, (September 2), 50.

*Lauzen, Martha M (1991). "Imperialism and Encroachment in Public Relations." Public Relations Review, 17, 3, 245-257.

Maremont, Mark (1995), "Ben & Jerry Tell on Themselves," Business Week, (June 26), 8.

Moran, Joe (1991), "Going For That 235% Return on Your PR," talk given at IPC Engineering Society of Detroit Forum, (April 11).

Moriarty, Sandra E. (1997) "IMC Needs PR's Stakeholder Focus," AMA Marketing News, (May 26), 7.

Moriarty, Sandra E. (1994), "PR and IMC: the Benefits of Integration," Public Relations Quarterly, 39 (September), 38-41.

Nakra, Prema (1991), "The Changing Role of Public Relations in Marketing Communications," Public Relations Quarterly, 36, 42-45.

Njederquell, M.O. (1991), "Integrating the Strategic Benefits of PR into the Marketing Mix," Public Relations Quarterly, (Spring), 23-25.

Novelli, William D. (1988), "Stir Some PR into Your Communications Mix," Marketing News (December 5): 40.

O'Shaughnessy, John (1987), Why People Buy. New York: Oxford University Press.

Parker-Pope, Tara (1996), "Ford Puts Blacks in Whiteface, Turns Red," Wall Street Journal, (February 22), B5.

Rence, Henry (1995), Marketing Public Relations: The Hows That Make it Work. Iowa State University Press.

Solomon, Gabrielle (1993), "The Market Brightens for PR Professionals," National Business Employment Weekly, (February 11), 23.

(1993), Editorial Page: ìShow Some Guts, Take on Controversyî and ìFear of Media Demeans PR,î OíDwyerís PR Services, (June), 6.

Spicer, Chrisopher H. (1991), "Communications Functions Performed by Public Relations and Marketing Practitioners," Public Relations Review, 17 (Fall), 293-305.

Spoltore, Stacey A. (1995), "Integrated Marketing Communications: Public Relationsís Role in the Mix," Working Paper, Department of Advertising, The Pennsylvania State University Scholars Program.

Stanton, Edward M. (1991), "PR'S Future is Here: Worldwide, Integrated Communications," Public Relations Quarterly, (Spring), 46-47.

Vella, Alexander P. (1994), "Marketing a Quality Image," Public Relations Journal, (October/November), 22-24.

Wakefield, Gay, and Laura Perkins Cottone (1992), "Public Relations Executives' Perceptions of Disciplinary Emphases Important to Public Relations Practice for the 1990s." Public Relations Review 18(1): 67-78.

Wallrapp, Yustin (1989), "How Advertising-PR Partnership Can Succeed," Advertising Age (September 18), 40.

(1992) "What Works May Not Be Integrated Marketing communications (IMC) As Much As Total Relationship Management (TRM)," PR Reporter, (Aug. 24).

(1995) "A Well-Tailored Corporate Culture," Business Ethics (November/December), 55.

Relationship Marketing

Anderson, Eugene W., Claes Fornell and Donald R. Lehman (1994), "Customer Satisfaction, Market and Profitability: Findings From Sweden," Journal of Marketing, (July), 53-66.

Berry, Leonard L. (1983), ìRelationship Marketing,î In Emerging Perspectives on Services Marketing, Leaonard Berry, G. L. Shostack, and G. D. Upah, eds. (Chicagoî American Marketing Association,) 25-28.

Brierley, Harold M. (1994), "The Art of Relationship Management," Direct Marketing, (May), 25-26.

Cohen, Robert (1992), "Integrated Marketing Program Sends Concise Message to Users" Computer Dealer News, 8 (January), 44.

Copulsky, Jonathan B. and Michael J. Wolf (1991), "Relationship Marketing: Positioning for the Future," ICMA Update, (December), 6-14.

Cross, Richard and Janet Smith (1995), "Customer Bonding and the Information Core," Direct Marketing, (February), 28-31.

Cross, Richard H. (1992), "The Five Degrees of Customer Bonding," Direct Marketing, (October) 33-35.

Deighton, John and Kent Grayson (1994), "Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus," Business Marketing, (March).

Gouillart, Francis J. and Frederick D. Sturdivant (1994), "Spend a Day in the Life of Your Customers," Harvard Business Review, (January/February), 116-117.

Gronroos, Christian (1994), "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing," Management Decision, (November), 4-20.

Gronroos, Christian (1988), "Service Quality: The Six Criteria of good Service

Quality," Review of Business , 3, 12.2.

Gronstedt, Anders, Sandra Moriarty, and Tom Duncan. (1996) "Effective Relationship Links," Research Conference on Relationship Marketing, Emory University, June 14-16.

Grunig, James E. (1993), "Image and Substance: From Symbolic to Behavioral Relationships," Public Relations Review, 19 (Summer), 121-139.

Hansotia, Behram J. (1993), "Can You Predict When Your Customers Will Leave?" Direct Marketing, (March), 24.

Herrington, Mike (1993), ìWhat Does a Customer Want?î, Across the Board, (April), 33.

Iacobucci, Dawn (1994), ìToward Defining Relationship Marketing,î In Relationship Marketing: Theory, Methods and Applications., Jagsish N. Sheth and Atul Parvatiyar, eds. (Atlanta: Emory University Center for Relationship Marketing), Session 1.1.

Johnson, Kerry L. (1994), "Five Steps to Gaining Your Client's Trust." Broker

World, (February), 96-98.

Joshi, Ashwin W., "Ethical and Unethical Behavior in Exchange Relationships: A Contingency Theory," Relationship Marketing: Theory, Methods, and Applications. (Atlanta: Center for Relationship Marketing, 1994), Section II, Session 5.2.

McCort, Daniel J. (1994), "A Framework for Evaluating the Relational Extent of a Relationship Marketing Strategy: The Case of Nonprofit Organizations," Journal of Direct Marketing, 8 (Spring) 53.

McKenna, Regis (1992), "Relationship Marketing," Executive Marketing, 9 (April).

McKenna, Regis (1991). Relationship Marketing. Reading, MA: Addison Wesley.

Morgan, Robert M. and Shelby D. Hunt (1994), "The Commitment-Trust Theory of Relationship Marketing." Journal of Marketing, 58 (July), 20-38.

Moriarty, Sandra (1996) Relationship Links and IMC, a research report developed with the Message Effectiveness Seminar, IMC Research Journal, 2, 1, (Spring ), 3-10.

Neri, Stacey (1995), "Relationship Marketing: Alive and Well in the 1990s," IMC Research Journal, 1, 1 (Spring), 50.

Parvvatiyar, Atul and Jagdish N. Sheth, "Paradigm Shift in Marketing Theory and Approach: The Emergence of Relationship Marketing," in Relationship Marketing: Theory, Methods and Applications, 1994 Research Conference Proceedings, (Atlanta: Center for Relationship Marketing, Emory University), Section 1.1.

Peppers, Don and Martha Rogers (1994), The One To One Future. New York: Bantam Doubleday.

Petrison, Lisa A. and Paul Wang (1993), "From Relationships to Relationship Marketing: Technology to Public Relations," Public Relations Review, 19 (Fall), 235-245.

Pine II, B. Joseph, Don Peppers and Martha Rogers (1995), "Do You Want to Keep Your Customers Forever?" Harvard Business Review, (March/April), 103.

Planalp, Sally. (1989) "Relational Communication and Cognition." In Brenda

Dervin, et. al (eds.) Rethinking Communication, Newbury Park: Sage, Vol. 2,

269-277.

Reichheld, Frederick F. (1993), "Loyalty-Based Management," Harvard Business Review, (March/April), 64-73.

Searls, Kate, "Delivering Value to Customers," In Relationship Marketing:

Theory, Methods and Applications., Jagdish N. Sheth and Atul Parvatiyar,

eds. (Atlanta: Emory University Center for Relationship Marketing, 1994),

Session, Session 4.3.

Sheth, Jagdish N. (1994), Relationship Marketing: Theory, Methods and Applications. Atlanta: Center for Relationship Marketing. (Research Conference Proceedings).

Soellner, Albrecht O.E. "Commitment in Exchange Relationships: The Role of Switching Costs in Building and Sustaining Competitive Advantages.In

Relationship Marketing: Theory, Methods and Applications., Jagdish N. Sheth and Atul Parvatiyar, eds. (Atlanta: Emory University Center for

Relationship Marketing, 1994), Session 6.1

Sonnenberg, Frank K. (1993), "If I Had Only One Client," Sales & Marketing Management, (November): 4-107.

Stern, Aimee L. (1993), "Courting Consumer Loyalty With the Feel-Good Bond," The New York Times, (Sunday, January 17).

Storbacka, Kaj, "Customer Relationship Profitability: Propositions for Analysis of Relationships and Customer Bases." Relationship Marketing: Theory, Methods and Applications, Jagdish N. Sheth and Atul Parvatiyar, eds. (Atlanta: Emory University Center for Relationship Marketing, 1994), Session 1.1.

Wagner, Henry C., David Fleming, W. Glynn Mangold and Raymond W. LaForge (1995), "Relationship Marketing in Health Care," Journal of Health Care Marketing, 14 (Winter), 42.

Wang, Paul and Lisa Petrison (1991), "'Relationship Marketing' Means More Than a Data-Base Printout," Advertising Age, (June), 26.

Wehrli, Hans Peter and Uta Juttner. "Relationship Marketing in Value Generating Systems." In Relationship Marketing: Theory, Methods and Applications., Jagdish N. Sheth and Atul Parvatiyar, eds. (Atlanta: Emory University Center for Relationship Marketing, 1994), Session 2.1.

Sales Promotion

Beatty, Sally Goll (1996), "IBM Combines In-Store Promos Seemingly Out of the Big Blue," The Wall Street Journal, (February 23), B4.

Fahey, Alison and Bradley Johnson (1990), "Frequent Shopper Programs Ripen," Advertising Age (August 6): 21.

Gatty, Bob (1993), "Consumers Using Fewer Coupons," Promo (June), 85.

Heitsmith, Glenn (1993), "Rebates are Getting a Bad Rap," Promo (March): 10, 42.

Heitsmith, Glenn (1993), "Prosecutors Eye 'No Purchase' Claims'," Promo, (March), 1.

Higgins, Kevin T. (1986), "Sales Promotion Spending Closing in on Advertising," Marketing News (July 4), 8.

Hoyer, Wayne D., J. Jeffrey Inman and Leigh McAlister (1990), "Promotion Signal: Proxy for Price Cuts?", Journal of Consumer Research, 17 (June), 74-81.

Hume, Scott (1992), "Coupon Use Jumps as Distribution Soars," Advertising Age (October 5), 3.

(1990) "Madison Avenue No Big Threat-Yet," Promo, 3, 11(November), 1.

Robinson, William A. (1991), "How to integrate media advertising and promotion," Potentials in Marketing, (March), 30-31.

Schlossberg, Howard (1991), "Challenge for the 90s: How to Make Money," Marketing News, (November 11).

Schultz, Don E. (1991), "Thinking Through the Promotion Planning Process," Outlook, (June), 10.

Schultz, D.E. (1990), "How do Retailers and Manufacturers Really Promote Frequently Purchased Consumer Products," Outlook, (August), 10.

Schultz, Don E. (1990), "Specific Duties Guide managers Through Implementation," Marketing News, (November 26), 10.

"Shaping the Future of Sales Promotion," Council of Sales Promotion Agencies (1990): 3.

Smith, Kerry (1992), "Cents-Off Currency: The Case for Chaos," Promo (April),

29-32.

Spethmann, Betsy (1994), "Coupons Shed Low-Tech Image," Brandweek (October 24), 30-31.

(no author) (1990), "Sponsorship," Special Events Report, 23, 9 (December 10).

(1996) "Carol Wright Survey: 'Trade Promotion Still Dominates'," Promo, (June), 107.

Service

Albrecht, K. & R. Zemke (1985), Service America. Homewood, IL,: Dow Jones-Irwin in Gronroos, 44.

Bowen & Lawler III (1992), "The Empowerment of Service Workers: What, Why, How, and When," Sloan Management Review," (March), Online, Lexis/Nexis.

Collins, James C. & Jerry I. Porras (1994), Built to Last. New York : Harper Business: 202.

Ettorre, Barbara (1994), "Phenomenal Promises That Mean Business," Management Review, (March): 20.

Keiser, T (1988), "Strategies for Enhancing Service Quality," Journal of Services Marketing, 2.

McDermott, "Service Comes First: An Interview with USAA's Robert F. McDermott," Harvard Business Review, 117-120.

Reichheld, Frederick F. and Earl W. Sasser Jr. (1990), "Zero Defections: Quality Comes to Services," Harvard Business Review, (September-October): 105.

Schlesinger, Leonard A. and James L. Heskett (1991), "The Service-Driven Service Company," Harvard Business Review, (September-October): 75.

Teal, Thomas (1991), "Service Comes First: An Interview with USAA's Robert F. McDermott," Harvard Business Review, (September-October,), 117.