MediaPost Publications - Marketers Debate Meaning Of 'IMC,' Begins To Sound Like Communications Planning - 09/14/2006: "TWO DECADES AFTER NORTHWESTERN UNIVERSITY marketing professor Don Schultz sent marketers and agencies scurrying in search of a new Holy Grail dubbed integrated marketing communications, they are still struggling to define it. And judging by the definitions floated by advertisers and ad agency executives Wednesday during the Association of National Advertisers' annual Agency Relations Forum in New York, the highly touted marketing practice is beginning to sound like another being popularized by media agencies: communications planning."

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