Integrated marketing communications

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Integrated marketing communications (also known by its acronym, IMC; hereinafter, IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.

Definition

According to Marketing Management by Keller and Kotler (15th edition),

Integrated marketing communications (IMC). A concept of marketing communications planning that recognizes the added value of a comprehensive plan.

According to the Marketing Communications by Fill (5th edition),

Integrated marketing communications (IMC). A term used to explain the processes concerned with the consistent development and coordinated delivery of company's messages with its target audiences.
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