{"id":{"repo_id":"duquesne","oai_identifier":"oai:dsc.duq.edu:etd-2050"},"canonical_url":"https://search.dev.ndltd.org/etd/duquesne/oai:dsc.duq.edu:etd-2050","repository":{"repo_id":"duquesne","name":"Duquesne","base_url":"https://dsc.duq.edu/do/oai/"},"display":{"title":"IMC: Its Rhetorical and Philosophical Foundation and Impact","abstract":"A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that \"true\" IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a \"simple managerial task\"—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other.","abstract_html":"A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that "true" IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a "simple managerial task"—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other.","abstract_has_math":false,"creators":["Peiritsch, Allison Raemore"],"institution":null,"degree_name":"PhD","degree_level":"Immediate Access","degree_discipline":"Communication and Rhetorical Studies","degree_department":null,"school":null,"contributors":["Ronald Arnett","Janie Harden Fritz","Pat Arneson"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2016,"date_issued":"2016-01-01T08:00:00Z","date_published":"2016-01-01T08:00:00Z","updated_at":"2026-07-24T02:10:15Z","subjects":["Constructive Hermeneutics","Humanities","IMC","Integrated Marketing Communication","Philosophy of Communication","Rhetoric"],"languages":["English"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dsc.duq.edu/etd/1034","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Ronald Arnett","Janie Harden Fritz","Pat Arneson"]},{"key":"dc:creator","label":"Author","values":["Peiritsch, Allison Raemore"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2018-08-03T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication and Rhetorical Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Immediate Access"]},{"key":"thesis:degree_name","label":"Degree Name","values":["PhD"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Constructive Hermeneutics","Humanities","IMC","Integrated Marketing Communication","Philosophy of Communication","Rhetoric"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dsc.duq.edu/etd/1034"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that \"true\" IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a \"simple managerial task\"—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other."]},{"key":"dc:title","label":"Title","values":["IMC: Its Rhetorical and Philosophical Foundation and Impact"]}]}],"canonical_facts":{"dc:contributor":["Ronald Arnett","Janie Harden Fritz","Pat Arneson"],"dc:creator":["Peiritsch, Allison Raemore"],"dc:date.available":["2018-08-03T07:00:00Z"],"dc:description.abstract":["A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that \"true\" IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a \"simple managerial task\"—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other."],"dc:identifier":["https://dsc.duq.edu/etd/1034"],"dc:language":["English"],"dc:subject":["Constructive Hermeneutics","Humanities","IMC","Integrated Marketing Communication","Philosophy of Communication","Rhetoric"],"dc:title":["IMC: Its Rhetorical and Philosophical Foundation and Impact"],"thesis:degree_discipline":["Communication and Rhetorical Studies"],"thesis:degree_level":["Immediate Access"],"thesis:degree_name":["PhD"]},"updated_at":"2026-07-24T02:10:15Z"}