ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS
Dr. Ajitesh Gupta
We might briefly define IMC as the planning and execution of all types of advertising like and promotion like messages selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single ‘positioning’. We believe strongly that the key to IMC is planning and the ability is to deliver a consistent message.
The present paper torches upon the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. It has been proved as an efficient promotional tool to communicate more universally, clear and effectively. The paper put lights on various facets of Integrated Marketing Communication (IMC) especially in Indian Business Scenario. The challenges and scopes of IMC with the context of strategies, implementation, and audit have also been discussed.
We might briefly define IMC as the planning and execution of all types of advertising like and promotion like messages selected for a brand, service, or company, in order to meet a common set of co...