(2004) state that when IMC is enforced, it enables marketers to recognise the needs of stakeholders, particularly of employees and suppliers. Companies that are obviously struggling to efficiently deliver their services and to survive in the global competitive market consider integrated marketing communication (IMC) as a strategy for aligning their marketing messages with the marketing objectives of managers and the target audience. The concept chosen should use all the elements of the marketing mix to promote and reinforce customer interactions and distribute integrated messages to the appropriate target audience. (2004) suggest that marketing managers should consider integration of different marketing approaches not as part of their marketing mix, but as a holistic concept. Kitchen and Burgmann (2010) and Kitchen et al.

Hence, managers approach, articulate and implement their company’s marketing communication strategies using integrated tactics. Ĭhanges in the marketing environment with the introduction of new media are driving the need for more efficient and cost-effective communication ( Low, 2000). The full terms of this licence may be seen at. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original 43 publication and authors. This article is published under the Creative Commons Attribution (CC BY 3.0) licence. Melewar, Pantea Foroudi, Suraksha Gupta, Philip J.

Omega trust prosperity programming