KCOM 328
Marketing
Communication:
An integrated
Approach
Ludi Koekemoer
, Chapter 1
Integrated Marketing Communication:
Past, Present and Future
, Aim of the chapter
To discuss the development of integrated marketing communication (IMC) in the past,
01 present and future.
The past is described by focusing on the evolution of the IMC concept, IM
02 tools and the three modes of marketing.
The present is discussed by focusing on the use of the IMC mix, the key role players, an
03 the IMC plan.
The future is discussed with reference to new media patterns, the move to
04 (integrated brand promotion) and the changing playing field of IMC.
Marketing
Communication:
An integrated
Approach
Ludi Koekemoer
, Chapter 1
Integrated Marketing Communication:
Past, Present and Future
, Aim of the chapter
To discuss the development of integrated marketing communication (IMC) in the past,
01 present and future.
The past is described by focusing on the evolution of the IMC concept, IM
02 tools and the three modes of marketing.
The present is discussed by focusing on the use of the IMC mix, the key role players, an
03 the IMC plan.
The future is discussed with reference to new media patterns, the move to
04 (integrated brand promotion) and the changing playing field of IMC.
