Authors: Dr. Mayank Tripathi, Dr. Shivaji T. Mane, and Dr. Jayashree Patole

Editor: Dr. Prashant Kalshetti

ISBN: 978-81-69297-67-7

DOI: https://doi.org/10.59646/717

Date of Publication: June 05, 2026

Cite this book: Mayank T, Shivaji TM, and Jayashree P, (2026), Integrated Marketing Communications, San International Scientific Publications, ISBN: 978-81-69297-67-7, DOI: https://doi.org/10.59646/717

Preface

In today’s highly competitive and rapidly evolving business environment, organizations can no longer rely on a single promotional tool to communicate effectively with their target audiences. The emergence of digital technologies, changing consumer behavior, globalization, and the proliferation of communication channels have transformed the way businesses interact with customers. Integrated Marketing Communications (IMC) has emerged as a strategic approach that combines various marketing communication tools into a unified and coordinated program, ensuring that all brand messages are consistent, clear, and customer-focused.

The book “Integrated Marketing Communications” has been designed to provide students, researchers, educators, and marketing professionals with a comprehensive understanding of the principles, strategies, and practices involved in modern marketing communication. The content presents a systematic exploration of the evolution, components, and significance of IMC in contemporary business organizations. It highlights the importance of coordinated communication efforts and examines how technological advancements, increased competition, changing channel structures, brand parity, and declining effectiveness of traditional mass-media advertising have made integrated communication strategies more essential than ever before. The book also explains the role of information technology and data-driven decision-making in developing effective communication programs that deliver value to both organizations and consumers.

The text is organized into five comprehensive units that cover the major dimensions of integrated marketing communication. Unit I introduce the foundations of IMC, its components, communication tools, and the strategic value of integration in today’s marketing environment. Unit II focuses on advertising management, including advertising planning, research, budgeting, media selection, creative strategy, and campaign development. Unit III examines sales promotion activities, consumer-oriented and trade-oriented promotions, personal selling, coordination of promotional tools, and challenges associated with promotional abuse. Unit IV explores public relations, publicity, corporate advertising, sponsorship, event marketing, image-building activities, crisis management, and the growing role of the internet in public relations. Unit V discusses evaluation, monitoring, and control mechanisms, emphasizing advertising effectiveness research, testing processes, measurement programs, and methods for assessing the performance of various communication activities.

This book aims not only to provide theoretical knowledge but also to develop practical understanding of how organizations can design, implement, coordinate, and evaluate integrated marketing communication programs. Through detailed explanations of concepts, processes, tools, techniques, and measurement methods, readers will gain valuable insights into the strategic importance of communication in achieving organizational goals. It is hoped that this book will serve as a useful academic resource and practical guide for all those interested in understanding and applying the principles of Integrated Marketing Communications in an increasingly connected and competitive marketplace.