Don E. Schultz
Encyclopedia
Don Edward Schultz is Professor Emeritus of Service at Northwestern University
's Medill School. He is most notable for his research and writing on Integrated Marketing Communications
(IMC).
In 1992, the American Advertising Federation
named him Advertising Educator of the year, and in 1998 Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing.
Often referred to as the "father of integrated marketing", Schultz is the author or co-author of 13 books on marketing
, including Integrated Marketing Communications (1993), Communicating Globally (2000), and IMC: The Next Generation (2003). He writes a regular column on Integrated Marketing for Marketing Management magazine, the trade publication of the American Marketing Association
.
Prior to his academic career, Schultz worked for 15 years in the field of advertising
.
Schultz earned a Bachelor of Business Administration
from University of Oklahoma
in 1957, a Master of Arts
in Advertising
from Michigan State University
in 1975, and a Ph.D. in Mass Media
from Michigan State in 1977.
Schultz lectures and consults for various business groups and currently resides in the Chicago metropolitan area. He is also the president and founder of Agora, Inc., a consulting firm based in Evanston, Il.
Northwestern University
Northwestern University is a private research university in Evanston and Chicago, Illinois, USA. Northwestern has eleven undergraduate, graduate, and professional schools offering 124 undergraduate degrees and 145 graduate and professional degrees....
's Medill School. He is most notable for his research and writing on Integrated Marketing Communications
Integrated Marketing Communications
Integrated Marketing Communications is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact...
(IMC).
In 1992, the American Advertising Federation
American Advertising Federation
The American Advertising Federation , headquartered in Washington, D.C., is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the United States...
named him Advertising Educator of the year, and in 1998 Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing.
Often referred to as the "father of integrated marketing", Schultz is the author or co-author of 13 books on marketing
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
, including Integrated Marketing Communications (1993), Communicating Globally (2000), and IMC: The Next Generation (2003). He writes a regular column on Integrated Marketing for Marketing Management magazine, the trade publication of the American Marketing Association
American Marketing Association
The American Marketing Association is a professional association for marketers. As of 2008 it had approximately 40,000 members. There are 76 professional chapters and 250 collegiate chapters across the United States....
.
Prior to his academic career, Schultz worked for 15 years in the field of advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
.
Schultz earned a Bachelor of Business Administration
Bachelor of Business Administration
The Bachelor of Business Administration is a bachelor's degree in Commerce and business administration. In most universities, the degree is conferred upon a student after four years of full-time study in one or more areas of business concentrations; see below...
from University of Oklahoma
University of Oklahoma
The University of Oklahoma is a coeducational public research university located in Norman, Oklahoma. Founded in 1890, it existed in Oklahoma Territory near Indian Territory for 17 years before the two became the state of Oklahoma. the university had 29,931 students enrolled, most located at its...
in 1957, a Master of Arts
Master of Arts (postgraduate)
A Master of Arts from the Latin Magister Artium, is a type of Master's degree awarded by universities in many countries. The M.A. is usually contrasted with the M.S. or M.Sc. degrees...
in Advertising
Advertising
Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...
from Michigan State University
Michigan State University
Michigan State University is a public research university in East Lansing, Michigan, USA. Founded in 1855, it was the pioneer land-grant institution and served as a model for future land-grant colleges in the United States under the 1862 Morrill Act.MSU pioneered the studies of packaging,...
in 1975, and a Ph.D. in Mass Media
Mass media
Mass media refers collectively to all media technologies which are intended to reach a large audience via mass communication. Broadcast media transmit their information electronically and comprise of television, film and radio, movies, CDs, DVDs and some other gadgets like cameras or video consoles...
from Michigan State in 1977.
Schultz lectures and consults for various business groups and currently resides in the Chicago metropolitan area. He is also the president and founder of Agora, Inc., a consulting firm based in Evanston, Il.