Towards a new definition of Integrated Marketing Communications (IMC)

Jerry Kliatchko

Since the inception and formal conceptualisation of Integrated Marketing Communications (IMC) in the late 1980s, the concept continues to gain widespread attention and interest among academics and practitioners around the world.

Towards A New Definition Of Integrated Marketing Communications (IMC)

Jerry Kliatchko University of Asia and the Pacific

Background

More than a decade after its inception as a concept of marketing communications, Integrated Marketing Communications (IMC) is still subject to varying terminology, bearing names such as 'new advertising', 'orchestration', '360 branding', 'total branding', 'whole egg', 'seamless communication', 'relationship marketing', 'one-to-one marketing', 'integrated marketing' and 'integrated communications' (Kliatchko 2002). But no matter what it is called, this new approach to business and marketing communications planning has become an irreversible prevailing tendency among academics and industry practitioners.

Rather than being considered as...

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