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
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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.
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Keywords
Integrated Marketing Communications , Malaysia
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