International Journal of Academic Research and Development

International Journal of Academic Research and Development


International Journal of Academic Research and Development
International Journal of Academic Research and Development
Vol. 3, Issue 4 (2018)

Integrated Marketing Communications


Dipayan Bhaumik, Mridul Jha

Integrated Marketing Communications is one of the major factor that determines whether a firm will grow and stand in this competitive world or will be vanished under extreme competitions. Consumer’s decisions are today not only determined by the income level but also by the marketing strategies adopted by them and how the company communicates to them. Advertising, Public Relations as well as Direct Marketing is actually proven to be a major force every firm is dealing with. Even a slightest of mistake in any of these areas will cost them not only their revenue but also the brand image that the company would have made with sheer hard work and perseverance. Public Relations is one of the newly concept that have evolved in the 21st century as the company have now understood that in order to gain revenue and improve brand image, it is important to have a relationship with the public that nurtures both the consumers as well as the company.
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