Integrated Marketing Communications

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 MitchellResearch Fellow in Marketing, Cranfield School of Management, Cranfield...