Strategic Integrated Marketing Communication

Paper Summary:

This paper examines the use of integrated marketing communications (IMC) in today's marketing environment. The writer looks at the whole concept of marketing. The writer discusses how marketing has changed over the past 100 years. This article contrasts IMC with the marketing mix. In this paper, the writer examines the use of IMC at three different companies.

From the Paper:

"Marketing communications is not a new concept and indeed has even been cited as being most effective when it encompasses both internal and external communications. However, attention has been increasingly focused on the concept of integrated marketing communications (IMC). IMC is based on the principle that marketing communications encompasses far more than just advertising and promotions. IMC includes traditional communications with customers, vendors and other stakeholders in an organization and should include a component for measuring the effectiveness of marketing in ... "

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