Integrated Marketing Communications

Emmanuel Mogaji ()
Additional contact information
Emmanuel Mogaji: Keele University

Chapter Chapter 7 in Strategic Marketing Management, 2025, pp 175-209 from Springer

Abstract: Abstract This chapter explores the strategic role of Integrated Marketing Communications (IMC) in creating consistent, customer-centric brand messaging across diverse media channels. It presents a practical framework that connects external influences, customer insights, internal teams, and agency collaboration to deliver cohesive campaigns. Emphasis is placed on aligning message, media, and timing with audience behaviours, supported by tools such as segmentation, targeting, and positioning (STP). The chapter also examines common implementation challenges, including silos, resource constraints, and data integration, and offers practical strategies for overcoming them. Real-world case studies and visual models demonstrate how brands coordinate efforts across platforms to enhance engagement and brand value. By adopting agile, data-driven, and collaborative approaches, organizations can ensure that every communication is aligned with strategic goals, responsive to market dynamics, and impactful in both the short term and long term.

Keywords: Integrated marketing communications; IMC; Brand consistency; Media strategy; Customer insight; Strategic messaging (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_7

Ordering information: This item can be ordered from
http://www.springer.com/9783031993671

DOI: 10.1007/978-3-031-99367-1_7

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().