Integrated Marketing Communications (IMC) Case Study by cee-cee

Integrated Marketing Communications (IMC)
The paper examines the concept of integrated marketing communications.
# 110649 | 2,975 words | 22 sources | APA | 2008 | US
Published on Dec 29, 2008 in Business (Marketing) , Business (Business Plans) , Business (General)

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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.

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

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, last accessed on January 23, 2008

Cite this Case Study:

APA Format

Integrated Marketing Communications (IMC) (2008, December 29) Retrieved September 28, 2023, from

MLA Format

"Integrated Marketing Communications (IMC)" 29 December 2008. Web. 28 September. 2023. <>