IMC-performance relationship

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets.

IMCPerformance Relationship

Further Insight And Evidence From The Australian Marketplace

Mike ReidMonash University

INTRODUCTION

This paper seeks to examine the relationship between integrated marketing communications (IMC) and performance. The paper is...