Resumen de Twenty years of IMC: a study of CEO and CMO perspectives in the Asia-Pacific region

Jerry G. Kliatchko, Don E. Schultz

• This article examines the understanding and practice of integrated marketing communications (IMC) in organisations since its inception 20 years ago. It analyses a survey conducted among chief executive officers (CEOs) of marketing communications agencies, chief marketing officers (CMOs) of client companies, and other senior leaders of the industry in the Asia-Pacific region. It then looks into the similarities and differences between academics� and practitioners� understanding and practice of IMC.