Integrated Marketing Communications (IMC) As A Model And Its Application: An Exploratory Study In Malaysia.
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Date
2004-01
Authors
Md Noor, Shuhaida
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
A topic of growing interest in marketing communications is Integrated Marketing
Communications (IMC). It is the philosophy and practice of systematically coordinating a
brand's marketing communications elements, both through planned and unplanned
messages. IMC is believed to be able to provide a better management of the traditional
promotional mix as well as an improved management of customer contact points, thus
bringing greater return on investment for a company's marketing communications
activities.
Description
Keywords
Integrated Marketing Communications , Malaysia