Integrated marketing communication: an insight into its evolution

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Integrated marketing communication: an insight into its evolution

Integrated marketing communication (IMC) relates to the promotional component of the marketing mix comprising product, price, place and promotion. The ability of IMC in affecting the sales of products underscores its important role in bringing together marketers and buyers at the marketplace. Its el...

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Bibliographic Details
Main Authors:	Mokhtar, Aida, Ilyass, Souhaila
Format:	Proceeding Paper
Language:	English
Published:	2018
Subjects:	P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/72800/ http://irep.iium.edu.my/72800/13/72800_INTEGRATED%20MARKETING%20COMMUNICATION_complete.pdf

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