Integrated Marketing Communications (IMC) models have recently become one of the most researched areas of the marketing and promotional sector of corporate strategy. The objective of this research is to encourage corporations, in addition to focusing on the importance of designing marketing strategies founded on the needs and demands of the business, but to also focus on integrated marketing strategies that enables to the corporation to deliver products/services that meet the needs of external stakeholders, particularly the consumer.
During the past four decades or so, there has been increased
marketing research being focused on the development of
integrated marketing communication (IMC) models (Pickton and
Broderick 2005). The literature research has received
particularly prevalence in recent decades, primarily due to
the rapid expansion of the global media and, more
importantly, the growth in the popularity and usage of
online social media sites, such as Facebook, Twitter and
others online social media sites.