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Mkt 642
Integrated Marketing
Communication (IMC)
What is IMC?
Cross-functional.
Creating and nourishing stakeholder
relationships.
Profitable customer relationships.
Strategically controlling or influencing
all messages.
Encouraging purposeful dialogue.
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Communication Drives
Relationships
Basic Elements of
Marketing
10
Marketing Communication
Traditional Marketing
Communication Functions
12
Marketing Communication
Functions
Integration
Evolution of IMC
The concept of IMC the idea of managing
customer relationships is not new.
However, the processes used in managing
IMC, such as taking advantage of new
communication and database
technologies and creating synergy for a
brand, are new.
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17
Disintegration of
Marketing
18
Relationship Revolution
How companies communicate with customers
and sell products will change due to:
New technological developments
Expansion of global marketplace
Growing competition among internal
departments and external suppliers
Shift from manufacturing to a service-based
economy
Increases in mergers and acquisitions
Critical and demanding customers
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