About this document

Integrated Marketing Communications Overview is a document available to read on EtoBox.

This document provides an introduction to integrated marketing communications (IMC). It defines IMC as a planning concept that recognizes the value of a comprehensive communications plan combining various disciplines like advertising, direct marketing, interactive marketing, sales promotion, publicity and public relations, and personal selling. It discusses the marketing and promotional mixes and the communication process. It outlines reasons for the growing importance of IMC and tools used in IMC communica

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