Authors : Kehinde Oladele Joseph
Abstract: The need for an organization to properly coordinate its marketing communication strategies in order to deliver clear, consistent and competitive messages about itself and its products has become highly imperative today for every result driven organization. Integrated marketing communication can be defined as the strategic coordination of marketing communication mix elements and the channels of communication in order to afford an organization a clear, consistent, impactful and result driven communications about its brand and corporate image in the eyes of its esteemed customers and other stakeholders. The objectives of this study amongst others are to: appreciate the meaning of Integrated Marketing Communications (IMC) and its vital tools which an efficient marketer can use in order to strategically position its products very well in the ever dynamic and competitive market make a comprehensive analysis of the steps involved in developing an effective IMC programme. In this case, the immense benefits which E-business managers stand to gain through the use of IMC as well as examine the needs for firms to maintain the right database which could serve as catalyst to effective E-business management. The study uses a qualitative method draws up useful policy implications and what firms stand to gain through their adoption of IMC in their E-business management.
Kehinde Oladele Joseph , 2011. Integrated Marketing Communication: A Catalyst for the Growth of E-Business Management. The Social Sciences, 6: 64-73.