Integrated Marketing Communications

Helen Mitchell and Susan Baker

This paper focuses on the subject of Integrated Marketing Communications. As marketers are observed moving away from traditional 'admass' strategies, towards those that are more personalised, customer oriented and technology driven, IMC has emerged as a fundamental marketing process.

Integrated Marketing Communications

Implications for managers

Susan BakerLecturer in Marketing, Cranfield School of Management, Cranfield University, United Kingdom. andHelen Mitchell Research Fellow in Marketing, Cranfield School of Management, Cranfield University, United Kingdom.

INTRODUCTION

Business today is more communication dependent than ever before and over the last decade, the field of marketing communications has seen many dramatic changes, not least of which the advancements in marketing technologies. The internet, smart cards, customer databases, easily accessible data warehousing and cost-effective direct mail have all contributed to a huge increase in the amount of information exchanged between companies and...

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