Integrated Marketing Communications (IMC)

Paper Summary:

Integrated marketing communication (IMC) represents the process of unifying all marketing activities of an organization, such as sales, promotions or advertising, in order to develop the best marketing campaign that would retrieve the best results. The author of this paper examines the development of the IMC concept and looks at its implementation in business today. The writer then attempts to evaluate the impact and success of the IMC concept by looking its implementation by a number of large companies.
The paper contains diagrams and tables.

Outline:
Abstract
Integrated Marketing Communication
Benefits of IMC
Barriers to IMC
Four P's and C's of Marketing
Integrated Marketing Communications at Nike
Conclusions and Recommendations
References

From the Paper:

"All in all, Integrated Marketing Communication is the new trend in the business community and its importance and significance is expected to increase over the next few years. Basically, the IMC represents the multitude of managerial processes aimed at unifying the marketing strategies to better meet organizational goals. The Integrated Marketing Communication, through its integration of all marketing strategies, offers the answer to the initially posed question. As such, since the company stands better chances of achieving its organizational values through the implementation of the unified IMC, rather than the usage of the disparate traditional marketing strategies, than the whole is greater than the sum of its parts."

Sample of Sources Used:

• Bowdin, G., O'Toole, W., Alle, J., Harris, R., McDonnell, I., 2006, Events Management, 2nd edition, Elsevier Science and Technology Books, ISBN 9780750665339
• Fitzpatrick, K.R., 2005, The legal challenge of integrated marketing communication (IMC): integrating commercial and political speech, Journal of Advertising, Edition of December 22
• Iacobucci, D., Calder, B., 2002, Kellogg on Integrated Marketing, 1st Edition, Wiley, John & Sons Incorporated, ISBN 9780471204763
• Kim, I., Han, D., Schultz, D.E., 2004, Understanding the Diffusion of Integrated Marketing Communications, Journal of Advertising Research, Edition of March 2004
• Lake, L., 2008, Integrated Marketing Communication (IMC), Marketing About, http://marketing.about.com/cs/glossaryofterms/l/bldef_imc.htm last accessed on January 23, 2008

More papers on Integrated Marketing Communications (IMC):

• Essay # 72480 : "Integrated Marketing Communications"
• Essay # 63787 : "Integrated Marketing Communications"
• Marketing Plan # 72469 : "Integrated Marketing Communications"

APA Citation:

MLA Citation: