Concept of Integrated Marketing Communications (IMC)
Journal Title: Journal of Computing and Management Studies (JCMS) - Year 2019, Vol 3, Issue 1
Abstract
Integrated Marketing Communication (IMC) is being practiced worldwide at very large scale. Integrated Marketing Communication is consumer oriented approach rather than organizational oriented that focuses on organizational needs. IMC is performed in a manner of synergy rather than in isolation. IMC is associated with some positive results like Brand Awareness, Customer Satisfaction, Brand Loyalty, Positive Brand Image, Unique Brand Association, Greater Profitability, increased sales and cost savings. The contribution of this review paper is to enhance the understanding of what is IMC, its concept and the barriers. The findings of this work establish that there are some barriers to successful implementation of IMC program. Moreover, IMC has major impact on organizational performance and Brand Equity.
Authors and Affiliations
Keywords
Related Articles
- EP ID EP470850
- DOI -
- Views 41
- Downloads 0
The Teacher's Guide of Running a Lesson
Language is not only a transparent tool, but the teachers need know how to teach it and include it in lesson planning .That is why understanding learning and teaching process is a critical subject in education. There are...
An Analysis of E-commerce Barriers in Small to Medium Size Enterprises (SMEs)
It is obvious that the concept of e-commerce has been frequently discussed over the recent decades of fast development of internet technologies. Led by some giant companies of internet, the e-commerce industry has benefi...
The Role of Leadership in Successful Change Management
With the passage of time, significance of change management in the eyes of both academics and practitioners has increased to a great extent. Globalization, increase in competition and scientific innovations have forced o...
Controllability of Buildings: Computing and Managing Energy in
Modern buildings utilise multiple systems for energy generation, supply and storage in order to maintain occupant comfort. Consequently, complex computer based energy management systems are utilised for design and operat...
Talent Management, Human Resource Management, and Strategic Human Resource Management
Talent Management is often seen and discussed in relation to human resource and strategic human resource management. This makes it difficult to practice talent management theories and models separately to human resource...