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Integrated Marketing Communications (

Introduction
Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions, issues, dimensions benefits and barriers surrounding the concept/process.
Definition of IMC
The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept. Scholars, agencies and clients all seem to have their own views because they all perceive it and use the concept/process differently. Agencies and clients use it as management practice to increase efficiency and boost the overall effectiveness off marketing communications. Scholars assess it in an academic manner, breaking down the key elements to critically assess.
IMC is still in the transition process as it continues to extend its boundaries beyond traditional media and marketing......


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Approximate Word Count: 1520
Approximate Pages: 7 (250 words per double-spaced page)

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