Integrated Marketing Communications
- Journal of Arts Science & Commerce
ISSN 2229-4686
134
ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS
Dr. Surendra Sisodia Editor- Share Journal of Multidisciplinary Research and Studies, Jaipur (India) drsurendrasisodia@gmail.com Mr. Narendra Telrandhe, Assistant Professor, MGV’s Institute of Management & Research, Nashik (India)
ABSTRACT The present paper torches upon the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. It has been proved as an efficient promotional tool to communicate more universally, clear, and effectively. The paper put lights on various facets of Integrated Marketing Communication (IMC) especially in Indian Business Scenario. The challenges and scopes of IMC with the context of strategies, implementation, and audit have also been discussed. Keywords : Integrated Marketing, Social networking, Indian Business
Introduction: In today’s ever changing “Nanosecond Culture” of social networks, empowered customers and hyper competition, we need to be prepared to immediately implement holistic thinking for our marketing and communications strategy. With an increase in global competition, technological advances, and fast informed customers, it is important for businesses to make a powerful impact on target audiences and markets. Integrated Marketing Communication (IMC) is one of the most important communications trends adopted all over. It is one such step toward an integrated approach to achieving efficiency by synergy.The emergence of this concept has become one of the most significant examples of development in the marketing discipline. It has influenced thinking and acting among companies but also authorities, state owned companies and political parties, all facing the realities of competition in an open economy. The concept of IMC As a
ISSN 2229-4686
134
ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS
Dr. Surendra Sisodia Editor- Share Journal of Multidisciplinary Research and Studies, Jaipur (India) drsurendrasisodia@gmail.com Mr. Narendra Telrandhe, Assistant Professor, MGV’s Institute of Management & Research, Nashik (India)
ABSTRACT The present paper torches upon the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting among all types of companies and organizations facing the realities of competition in the present open economy. It has been proved as an efficient promotional tool to communicate more universally, clear, and effectively. The paper put lights on various facets of Integrated Marketing Communication (IMC) especially in Indian Business Scenario. The challenges and scopes of IMC with the context of strategies, implementation, and audit have also been discussed. Keywords : Integrated Marketing, Social networking, Indian Business
Introduction: In today’s ever changing “Nanosecond Culture” of social networks, empowered customers and hyper competition, we need to be prepared to immediately implement holistic thinking for our marketing and communications strategy. With an increase in global competition, technological advances, and fast informed customers, it is important for businesses to make a powerful impact on target audiences and markets. Integrated Marketing Communication (IMC) is one of the most important communications trends adopted all over. It is one such step toward an integrated approach to achieving efficiency by synergy.The emergence of this concept has become one of the most significant examples of development in the marketing discipline. It has influenced thinking and acting among companies but also authorities, state owned companies and political parties, all facing the realities of competition in an open economy. The concept of IMC As a
References: 1. Caywood, D., Schultz, D.E., Wang, p. (1991), "Integrated marketing communications: a survey of national goods advertisers", unpublished report, Medill School of Journalism, Northwestern University, June, . 2. Coulson-Thomas, C.J. (1983), Marketing Communications, Butterworth-Heineman, Oxford. 3. Dyer, G. (1982), Advertising As Communication, Routledge, London, . 4. Kitchen, P.J., Schultz, D.E. (1999), "A multi-country comparison of the driver for IMC", Journal of Advertising Research, Vol. 39 No.1, pp.17-21. 5. Miller, D., Rose, P.B. (1994), "Integrated communications: a look at reality", Public Relations Quarterly, Vol. 39 No.1, pp.13. 6. Smith, P.R., Berry, C., Pulford, A. (1999), Strategic Marketing Communications, Kogan Page, London. International Refereed Research Journal www.researchersworld.com Vol.– I, Issue –1,October 2010