INTEGRATED MARKETING COMMUNICATION – A REVIEW PAPER

Abstract

Integrated Marketing Communication is the important tool used by the company to communicate the message to the target audience.  IMC is followed worldwide and followed by all the companies in a large scale.  The purpose of this review paper is to clearly understand what is IMC, its importance, role, process, tools, difference between IMC and traditional marketing, IMC strategy, its ethics.  Marketing communication is a careful planning and execution of marketing activity through which the organisation objectives is being achieved and need for customers is also being achieved. IMC is performed in a synergetic manner rather than in isolation. IMC will result in the greater achievement of organisational objective.