The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

This paper presents integrated marketing communication (IMC) and brand identity as critical
components of the firm's brand equity strategy. Specifically, the authors provide a brand …

This paper report findings from a study that researched challenges faced by Indian MSMEs
(Micro, Small, and Medium Enterprises) in the adoption of internet marketing and …

This paper re-examines a definition of integrated marketing communications (IMC)
previously published in this journal, and proposes a revision to that original definition. It …

Since the inception and formal conceptualisation of Integrated Marketing Communications
(IMC) in the late 1980s, the concept continues to gain widespread attention and interest …

The role of marketing communications in advanced economies can hardly be
underestimated. The sheer volume of media communications alone is staggering, and its …

Purpose Despite decades of scientific and practical experience in the field of integrated
marketing communication (IMC), little is known about the role of IMC in the era of new …

This paper relates integrated marketing communication (IMC) to market orientation (MO),
brand orientation (BO), and external performance measures. The perspective adopted here …

It must be remembered that advertising does not exist in isolation of the other tools of
marketing communications. Whilst for many, advertising still remains the lead tool of the …

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