Don E. Schultz
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Don Edward Schultz (January 20, 1934 – June 4, 2020) was Professor Emeritus of Service at
Northwestern University Northwestern University is a private research university in Evanston, Illinois. Founded in 1851, Northwestern is the oldest chartered university in Illinois and is ranked among the most prestigious academic institutions in the world. Charte ...
's
Medill The Medill School of Journalism, Media, Integrated Marketing Communications is a constituent school of Northwestern University that offers both undergraduate and graduate programs. It frequently ranks as the top school of journalism in the Unite ...
School. He was most notable for his research and writing on
integrated marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...
(IMC).


Education and early career

Schultz earned a
Bachelor of Business Administration Bachelor of Business Administration (BBA) is a bachelor's degree in business administration awarded by colleges and universities after completion of undergraduate study in the fundamentals of business administration and usually including advanced ...
from
University of Oklahoma The University of Oklahoma (OU) is a Public university, public research university in Norman, Oklahoma. Founded in 1890, it had existed in Oklahoma Territory near Indian Territory for 17 years before the two Territories became the state of Oklahom ...
in 1957, a master's degree in advertising from
Michigan State University Michigan State University (Michigan State, MSU) is a public university, public Land-grant university, land-grant research university in East Lansing, Michigan. It was founded in 1855 as the Agricultural College of the State of Michigan, the fi ...
in 1975, and a PhD in
mass media Mass media refers to a diverse array of media technologies that reach a large audience via mass communication. The technologies through which this communication takes place include a variety of outlets. Broadcast media transmit information ...
from Michigan State in 1977. Schultz began his career in publication sales and management. In 1965, he joined the firm of Tracy-Locke Advertising and Public Relations based in Dallas, Texas, where he gained skills in advertising and
marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...
.


Academic career

In the mid-1970s, Schultz began teaching advertising at the Michigan State University and in 1977, he joined the faculty at Northwestern University, where he became department chair and associate dean. In 1991, Schultz was part of a team at the
Medill School of Journalism The Medill School of Journalism, Media, Integrated Marketing Communications is a constituent school of Northwestern University that offers both undergraduate and graduate programs. It frequently ranks as the top school of journalism in the Unite ...
,
Northwestern University Northwestern University is a private research university in Evanston, Illinois. Founded in 1851, Northwestern is the oldest chartered university in Illinois and is ranked among the most prestigious academic institutions in the world. Charte ...
which in conjunction with the
American Association of Advertising Agencies The American Association of Advertising Agencies (4A's) is a U.S. trade association for advertising agencies. founded in 1917. It serves over 700+ member agencies across 1,300 offices, which control more than 85% of total U.S. advertising spend. ...
(AAAA), began the first empirical study designed to investigate how
integrated marketing communications Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate ...
was being used by practitioners. The study focused around understanding the concept and the importance of IMC and also to analyze the extent in which IMC was practiced in all major U.S advertising agencies. When this initial study was replicated by other studies in a number of countries; New Zealand, UK, US, Australia, India, Thailand, South Africa and the Philippines, etc., they demonstrated that the new IMC was far from a "short-lived managerial fad" but rather was "a very clear reaction by advertising agencies and their clients as they are affected by a multitude of factors such as new forms of information technology including development and usage of databases, media fragmentation, client desires for interaction/synergy, and global and regional coordination." Collectively these studies suggested that marketing communications was undergoing a transitional phase. In 1993, Schultz and his team published the first text-book dedicated to IMC. Their work, simply entitled, ''Integrated Marketing Communications,'' described IMC as a totally new way of looking at the whole of marketing communications, rather than looking at each of the parts separately. Also in 1993, Schultz and the Medill School at Northwestern University changed their curriculum to include a focus on this new idea of integrated marketing communications rather than the traditional program which had emphasized advertising. Often referred to as the "father of integrated marketing", Schultz was the author or co-author of 28 books and 150 trade/academic articles on
marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emph ...
. His books include: ''Integrated Marketing Communications'' (1993); ''Communicating Globally'' (2000) and ''IMC: The Next Generation'' (2003). He wrote a regular column on Integrated Marketing for ''Marketing Management'' magazine, the trade publication of the
American Marketing Association The American Marketing Association (AMA) is a professional association for marketing professionals with 30,000 members as of 2012. It has 76 professional chapters and 250 collegiate chapters across the United States. The AMA was formed in from th ...
.


Awards and recognition

Schultz lectured and consulted for various business groups and resided in the
Chicago (''City in a Garden''); I Will , image_map = , map_caption = Interactive Map of Chicago , coordinates = , coordinates_footnotes = , subdivision_type = Country , subdivision_name ...
metropolitan area. He was also the president and founder of Agora, Inc. (not to be confused with
Agora, Inc. Agora, Inc. is a Baltimore, Maryland-based network for over thirty companies in the publishing, information services, and real estate industries. Agora was founded in 1978, in the Mount Vernon neighborhood of Baltimore, Maryland. The Agora Compa ...
), a consulting firm based in Evanston, Illinois. He was the recipient of:Medill University, "Don E. Schultz," ''Biographical Notes,'' * The Northwestern University, Distinguished Faculty Achievement Award, 2010 * Direct Marketing News’ Emerson Award, 2012 * MMA (Marketing Management Association) Marketing Innovator Award in 2013 * AAA (American Academy of Advertising) Ivan Preston Outstanding Contributions to Research Award, 2014.


References

* {{DEFAULTSORT:Schultz, Don E. 1934 births 2020 deaths People from Wewoka, Oklahoma University of Oklahoma alumni Michigan State University alumni Business speakers Northwestern University faculty People from Chicago American marketing people American business theorists Marketing people Marketing theorists