Strategies for Implementing Integrated Marketing Communications

Citation

Aylesworth, A. (1999), "Strategies for Implementing Integrated Marketing Communications", Journal of Consumer Marketing, Vol. 16 No. 4, pp. 1-4. https://doi.org/10.1108/jcm.1999.16.4.1.3

Integrated marketing communication. Sounds great, but isn′t it really just a new name for a strategy that has been around since early man scratched “Og sell spiky club′′ on the cave walls? Of course our advertising, promotions, public relations, direct mail, etc. should all work together toward a common goal. It doesn′t take a genius, or a book, to point out that marketing communications should work together, rather than separately. But there is much more to IMC than this simple concept, and this book does an excellent job of clearly defining IMC and giving the practitioner some solid tools to begin developing real IMC programs.