Integrated Marketing Communication

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There is a much used clich sentence in marketing circles that goes - "If you build a better mousetrap, the world will beat a path to your door." (Crilley 2009). But according to management experts this no longer holds good today.


A product or service whether it is provided by a private or public service organization needs to market it and marketing needs marketing communication for it to succeed. According to Ms Linda Hall and Dr. Mark Wickham of the University of Tasmania, there is a lot of homogeneity in products, services and price, the concept of integrated marketing communication has become the 'new frontier' to enable organizations to differentiate themselves, their products and services from other. (Hall and Wickam). IMC is the transformation of business messages to the consumer group on an integrated basis "IMC is defined as a management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force rather than permitting each to work in isolation." (Lake 2009).There are several primary reasons why organizations need to change their isolated marketing communication approach to an integrated one. They are changes in the society, changes in the economy, and changes in technology. (Varey 2001, p.254).Changes in society: The behaviour and pattern of buying among consumers have undergone a sea change when compared to a few decades back. The concept of a brand loyal market has changed to a repertoire market. ...
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