DON E. SCHULTZ is Professor of Integrated Marketing Communications at the Medill School of Journalism, Northwestern University, Evanston, Illinois. He is editor of the Journal of Direct Marketing and author of several bestselling books and president of his own consulting company, Agora, Inc. He is the industry-leading thinker on integrated marketing communications and strategic brand communications. - PHILIP J. KITCHEN is Martin Naughton Professor in Business Strategy at Queen's University School of Management, Belfast. He is president of the Global Institute for Corporate and Marketing Communications and editor of the Journal of Marketing Communications and known worldwise for his expertise in this area.