ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS

Abstract

The present paper torches upon the emergence of integrated marketing communications
(IMC) that has significantly influenced thinking and acting among all types of companies and
organizations facing the realities of competition in the present open economy. It has been proved as
an efficient promotional tool to communicate more universally, clear, and effectively. The paper put
lights on various facets of Integrated Marketing Communication (IMC) especially in Indian Business
Scenario. The challenges and scopes of IMC with the context of strategies, implementation, and audit
have also been discussed.