Using integrated marketing communications (IMC) in business management
DOI:
https://doi.org/10.5281/zenodo.15783595Keywords:
integrated marketing communications (IMC), marketing, product, brand, marketing channels, word of mouth marketing, SEO.Abstract
The increasing use of social media has forced brands to integrate social media into their marketing communication
channels, as it has become a necessity of the times, as it determines the overall brand identity, brand image and the
company's performance in today's marketing competition. This study aims to trace the evolution and development of the
concept of IMC and how it has transformed the approach to marketing communications. The results of the study will serve
as a springboard for future research and applications in the field of marketing mix to create a strong foundation for the
brand in the minds of physical and virtual customers.
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