INTEGRATED MARKETING COMMUNICATION - THE NEW GENERATION APPROACH. Dr V V Padmaja Veturi. SRM University, Chennai, India (original) (raw)

The concept of integrated marketing communication has garnered growing interest in the field of marketing over the past so many years. This concept has gained significant momentum in the field of research, as well. IMC is a consumer oriented approach which is being practiced worldwide in a large scale and is purely organization oriented that focuses on organizational needs. IMC comprised various contributory factors like advertising, media houses, specialized communication facilities and other related services.