Integrated Marketing Communications


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Integrating marketing communication (IMC) is a process through which a company takes its product to the consumers. It is an important marketing process which ensures that there is awareness of the presence of the product in the market. Through an integrated marketing process, a company communicates with the consumers to make an appeal for them to purchase its product. IMC process in important in a competitive market. IMC process must be effective if it has to take the right message to the consumers regarding the attributes of the products in the market.