Integrated marketing communication

Integrated marketing communication Barker, Rachel A significant modern premise that emerged in the field of marketing communication is the drive towards integrated actions, also referred to as Integrated Marketing Communication (IMC). Baker (2003) sees it as the blurring of the edges of marketing communications. More recently, the emphasis has been placed on the importance of brand competition which compels organisations to implement the most effective communication strategy to create and enhance relationships with consumers and other stakeholders where integration is the key component to do this (Du Plessis, Van Heerden & Gordon, 2010: 8).