Integrated Marketing Communication : A Review Paper Corresponding author :

@inproceedings{Zakariya2013IntegratedMC,
  title={Integrated Marketing Communication : A Review Paper Corresponding author :},
  author={Bahauddin Zakariya},
  year={2013}
}
  • Bahauddin Zakariya
  • Published 2013
Integrated marketing communication (IMC) is being practicedworldwide at very large scale. The purpose of this review paper is to enhance the understanding of what is IMC, its impact and the difference betweenIMC and traditional marketing communication. Integrated marketing communication is consumer oriented approach rather than organizational oriented that focuses on organizational needs. IMC is performed in a manner of synergy rather than in isolation.IMC is associated with some positive… CONTINUE READING