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Brand strategy and integrated marketing communication (IMC): a case study of player's cigarette...
Integrated marketing communication (IMC) is defined as "a cross-functional process for creating and nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialogue with them" (Duncan 2002, p. 8). To better understand the real-world application of IMC, a call has been made for case histories that focus on IMC best practices (see Duncan and Mulhern 2004, p. 19). In this paper, we provide a case study that demonstrates how one company--Imperial Tobacco Limited (ITL), which is Canada's largest tobacco manufacturer--has successfully applied three critical IMC practices: strategically consistent brand communication, cross-functional planning and monitoring, and data-driven targeting and communication. ITL's use of these key IMC processes has enabled the......

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Approximate Word Count: 10816
Approximate Pages: 44 (250 words per double-spaced page)

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