Research on integrated marketing communications: a review

Abstract

Boosted by advancements in Information and Communication Technology (ict), the concept of Integrated Marketing Communications (imc) has received considerable attention among marketing scholars and practitioners, although further contributions are needed to consolidate the concept. Based on literature review, this paper studies in depth the imc concept and its dimensions through the scrutiny of conceptual and methodological issues. The state of the art is specified, and research avenues are proposed, looking forward to the implementation of imc in countries and sectors in which it has not been studied so far