Integrated Marketing Communications

Integrated marketing communications IMC is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross functional processes that create and nourish 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.

The present book describes the nuts and bolts of what makes an integrated marketing communications firm work strategy execution and measurement. It also shows how to put an integrated program into practice with export guidance on planning coordinating and controlling the entire communications process. It will be an ideal book for anyone thinking about starting an integrated form junior employees and anyone who is new to the field of integrated communications.