IMC is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together.
Lecture on The Role of IMC in the Marketing Process
