integrated marketing communications management. Companies experience increasing influence of consumer-generated content and … online reviews. Therefore, the need for specific tools and methodology of integrated marketing communications management … “modern” marketing has faded away. Today, integrated marketing communications management is a complex and ubiquitous array of …

Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro … examine to what extent micro-organisations apply IMC. Findings The findings suggest that these micro-organisations have a … limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between …

Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social … marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts … within an education setting. Specifically, the paper provides evidence of IMC being successfully used in the communication of …

) is an Associate Professor of Marketing at the Ghana Institute of Management and Public Administration (GIMPA). Genevieve …