Integrated marketing communication: theoretical approach

Abstract

Marketing communication, regardless of its nature - a process which is achieved requires the audience targeted by transferring information through the selection of the communication channels in due course. Marketing communications is to enable an organization to communicate with its target audience. Eventually the realization that the greatest impact can be integrated to make the audience synergy by all process elements into a single whole, there is an integrated marketing communication approach, which is currently considered to be one of the biggest marketing innovation. Integrated marketing communication can be as a kind of tool that can help managers and professionals to respond to their recent environmental changes. Theoretical interface confirms that in spite of the fact that this concept is examined and evaluated for several decades, it is not significantly advanced from the initial discussion point for finding the generally accepted definition of the concept.