Tom Duncan - Author of the book Driving Brand Value - Director of the first MBA in IMC program

Tom Duncan, Ph.D., is the author of the book "Driving Brand Value" and one of the nation’s foremost authorities on brands and brand building.

Dr. Duncan founded the Integrated Marketing Communication (IMC) graduate program at the University of Colorado in 1993. He now teaches at the Daniels College of Business (University of Denver) where he is director of the first MBA in IMC program in the U.S. Before becoming a college professor, Duncan spent 15 years in industry, working on both the agency and client sides of marketing communication.  He began at Leo Burnett worldwide headquarters in account management where he worked for clients such as Procter & Gamble, KFC, and Union Carbide.

On the client side, Duncan was manager of marketing services for Peter Eckrich & Sons (a manufacturer of processed meats) and was vice president of marketing for Jeno's, Inc. (frozen Italian foods). He has written numerous papers and made presentations on integrated marketing, branding, and IMC and is the co-author of several books including “Driving Brand Value.”  The second edition of his newest book, “Principles of Advertising and IMC,” was published in 2004.  His writings and research have been appeared in Direct Marketing, Advertising Age, Journal of Advertising Research, Journal of Marketing and Journal of Advertising.

Duncan has given seminars and workshops on integrated marketing and IMC in Asia, Europe, Africa, North and South America for academics, professional associations and companies such as McCann-Erickson, Porter/Novelli, Hitachi, Dentsu, BBDO and Sun Microsystems. His bachelor's and master's degrees in advertising are from Medill and his Ph.D. from the University of Iowa.

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