8Integrated marketing communication

Chris Galloway


Integrated marketing communications (IMC) uses advertising, sales promotion, personal selling, direct marketing and public relations to achieve marketing goals (Giannini 2010). It is not a matter of simply using different techniques together at the same time, however; it is about creating an appropriate strategy-based frame within which different promotional disciplines are implemented in order to achieve synergy. Synergy means that the sum of the whole is greater than the parts: the effect ...

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