Introduction

Mastering IMC: A Comprehensive Guide to Integrated Marketing Communication is a grounded exploration of how organisations can strategically coordinate diverse marketing tools to deliver a unified, consistent, and impactful brand message. Bridging theory and practice, the book provides a holistic understanding of communication strategies across both traditional and digital platforms.

Beginning with a strong foundation in the fundamentals of marketing communication, the book traces the evolution, scope, and strategic importance of IMC in today’s competitive marketplace. Chapters examine the core elements of Integrated Marketing Communication (IMC), including advertising, public relations, sales promotion, direct marketing, and digital media, highlighting their interdependence and strategic alignment. Additional chapters address consumer behaviour, brand positioning, media planning, message design, and campaign evaluation, supported by real-world examples and illustrative case studies. The concluding sections focus on emerging trends such as social media integration, content marketing, and data-driven communication strategies, reflecting the evolving digital landscape.

Key Features

• - Clear explanations of IMC concepts and strategic frameworks.
• - Integrated perspectives on traditional and digital marketing communication tools.
• - Practical case studies and real-world examples.
• - Visual summaries, reflective questions, and application-oriented insights.
• - Aligns with current industry practices and market trends.

Target Readership:

The book equips students, marketing professionals and business leaders with analytical and strategic tools that enable effective planning, execution, and evaluation of integrated marketing campaigns.