Integrated Marketing Communications: Benefits and Pitfalls

Introduction The notion of integrated marketing communications (IMC) is not new although it has become popular in recent times (Pickton D., and Broderick A. 2005). While the marketing concept, more often than not, has always focused on consumer needs, the practice of IMC has truly provided the first major effort to really put the customer in the centre of firm's marketing activities ; and even (some marketing authors would agree) to a large extent, has defined successful …showed first 75 words of 5014 total…

…showed last 75 words of 5014 total…johnsonhillcomm.com/portfol2.html [2000]. Pickton, D. and Broderick, A, 2005, 'Integrated marketing Communications', [Online], Available: http://www.pearsoned.co.uk/highereducation/resources/picktonbroderickintegratedmarketingcommunications2e [2005]. Sprague, D. 2004, 'Integrated Marketing Communication... Your Competitive Advantage', [Online], Available: http://www.dunningsprague.com/articles/im.htm [2004]. 'The Role of Integrated Marketing Communication on the Internet', [Online] Available: http://ciadvertising.org/student_account/summer_01/kazues/project/IMC.htm Wirth, R. 2005, 'Integrated Marketing Communications', [Online], Available: http://www.entarga.com/mktgplan/imc.htm