( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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INTEGRATED MARKETING COMMUNICATION: THEORY, CHALLENGES AND BARRIERS

    3 Author(s):  DR. TILAK SETHI , ANOOP GORIYA , PARMJOT SINGH

Vol -  5, Issue- 11 ,         Page(s) : 255 - 267  (2014 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Abstract It is generally accepted within mainstream marketing circles that integrated marketing communication (IMC) is a desired state within organizations. The concept of Integrated Marketing Communication (IMC) is receiving increasing attention in many academic and practitioner media, primarily from an organizational perspective. Yet, influence of integrated communicationprograms on consumers is difficult to establish in the literature. This paper is an attempt to conceptually explore these concerns. This paper offers new insights into the reality of implementing communication programs in complex organizations and highlights the key barriers to integration of marketing communication faced by organizations.

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