What is meant by the term Integrated Marketing Communications and how is it strategically implemented, and what are the perceived benefits to having a centralised, synthesised company message?

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Integrated marketing communications has been defined as a management philosophy, an educational movement and a unifying business practice, among others. Cornelisson and Lock state that IMC is nothing but a management fad. This ambiguity in defining and measuring IMC has prevented the development of a cohesive research stream in this area. In order to build … Continue reading What is meant by the term Integrated Marketing Communications and how is it strategically implemented, and what are the perceived benefits to having a centralised, synthesised company message?

 

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Tags: Integrated Marketing Communications, Marketing Essays, Marketing Strategy

 

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