Integrated Marketing Communications: Benefits and Pitfalls

Introduction The notion of integrated marketing communications (IMC) is not new although it has become popular in recent times (Pickton D., and Broderick A. 2005). While the marketing concept, more often than not, has always focused on consumer needs, the practice of IMC has truly provided the first major effort to really put the customer in the centre of firm's marketing activities ; and even (some marketing authors would agree) to a large extent, has defined successful …

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