A Conceptual Study on IMC as an Important Tool of Marketing

Abstract

Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions.To achieve this goal, this study analyzes the conceptual framework around IMC and its dimensions and it presents an extensive literature review. Moreover, a new definition is presented and the main dimensions of the concept are highlighted. A systematic literature review is carried out to identify IMC antecedents and consequences. Finally, the main academic and managerial implications are described. The present study will help academics and marketers to better understand the role that this new marketing paradigm plays within modern management, in identifying the key variables that promote or hinder IMC and the benefits derived from its implementation.