Introduction to Integrated Marketing Communications

Integrated Marketing Communications (IMC) is a marketing strategy in the 90’s. It is essential to survive into the 21 centuries. century. Integration will force marketers to take an enlightened approach to all of the elements of marketing, focusing on the distinct aspect that public relations add into this mixture of marketing. People in public relations have seized the chance which integration provides them to improve their performance in the areas that matter most to their customers and businesses in the end of the line. IMC is the result of a shift in thinking that started during the post- World War II period, moving away from selling the products and services that manufacturers make into creating those products and services that customers desire. IMC is focused on what consumers need you need to know about the product or services and not on what marketer wants to convey in order to promote them.