Integrated Marketing Communications (IMC) As A Model And Its Application: An Exploratory Study In Malaysia.
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 provi...
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| Main Author: | |
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| Format: | Thesis |
| Language: | English |
| Published: |
2004
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| Subjects: | |
| Online Access: | http://eprints.usm.my/47491/1/SHUHAIDA%20NOOR%20CUT.pdf |
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| Summary: | 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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