(See Table 2.) In our view, a "chain of IMC productivity" is likely to exist that links performance in marketing communication management and campaigns with customer and brand equity out-comes, and parallels the brand value chain concept espoused by Keller and Lehmann (2003) and Ambler et al. (2002). In a recent article on measuring marketing productivity, Rust et al. (2004) also developed a framework that links marketing strategy and tactics to customer, marketplace, and financial benefits for the organization. From an IMC perspective, Rust et al. (2004) identify the impact of marketing strategy and tactics (including marketing communication) on customer attitudes, loyalty, satisfaction, churn, and retention, among others.