Abstract:

This paper focuses on the subject of Integrated Marketing Communications. As marketers are observed moving away from traditional admass strategies, towards those that are more personalised, customer oriented and technology driven, IMC has emerged as a fundamental marketing process. This paper offers evidence and analysis of developments in the field in the United Kingdom. It reports on primary research conducted among client companies and agencies, and the development of case studies of brand owners who pursue IMC strategies (Tango, Stella Artois, Tesco and BMW). The paper concludes with a discussion of the management implications for both practitioners and researchers.