Difference between revisions of "Integrated marketing communications"
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| − | [[Integrated marketing communications]] (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. | + | [[Integrated marketing communications]] (also known by its acronym, [[IMC]]; hereinafter, ''IMC'') is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. |
==Definition== | ==Definition== | ||
According to [[Marketing Management by Keller and Kotler (15th edition)]], | According to [[Marketing Management by Keller and Kotler (15th edition)]], | ||
Revision as of 19:36, 18 July 2020
Integrated marketing communications (also known by its acronym, IMC; hereinafter, IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
Definition
According to Marketing Management by Keller and Kotler (15th edition),
- Integrated marketing communications (IMC). A concept of marketing communications planning that recognizes the added value of a comprehensive plan.
According to the Marketing Communications by Fill (5th edition),
- Integrated marketing communications (IMC). A term used to explain the processes concerned with the consistent development and coordinated delivery of company's messages with its target audiences.
