This assignment focuses on discussing the definition of IMC, the cost of implementing IMC, and the differences between businesses that use IMC and those that do not, using sources such as “Omni-channel marketing, integrated marketing communications and consumer engagement

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This assignment focuses on discussing the definition of IMC, the cost of implementing IMC, and the differences between businesses that use IMC and those that do not, using sources such as “Omni-channel marketing, integrated marketing communications and consumer engagement

Use only section 2 in the journals That are attached
These are the themes that I want to use in the discussion Themes: the definition of IMC, cost of IMC, and the users and non-users of IMC (meaning the difference between business that use IMC and those who don’t).
These are more sources if needed
Manser Payne, E., Peltier, J.W. & Barger, V.A. (2017) Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of research in interactive marketing. 11 (2), 185–197. doi:10.1108/JRIM-08-2016-0091.
Keller, K.L. (2016) Unlocking the Power of Integrated Marketing Communications: How Integrated Is Your IMC Program? Journal of advertising. 45 (3), 286–301. doi:10.1080/00913367.2016.1204967.
Pimentel, P.C., Gomes, P.M.L. & Didonet, S.R. (2023) Dealing with Integrated Marketing Communications’ Paradoxes in Social Ventures. Journal of nonprofit & public sector marketing. 35 (4), 354–390. doi:10.1080/10495142.2021.1954130.
Suay-Pérez, F., Penagos-Londoño, G.I., Porcu, L. & Ruiz-Moreno, F. (2022) Customer perceived integrated marketing communications: A segmentation of the soda market. Journal of marketing communications. 28 (4), 448–464. doi:10.1080/13527266.2021.1915853.
Laurie, S. & Mortimer, K. (2019) How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of marketing management. 35 (3–4), 231–252. doi:10.1080/0267257X.2019.1576755.

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