Integrated Marketing Communications (IMC) means different things to different people. Here are some examples from the most respected experts on the subject:
"It's a new way of looking at the whole, where before we only saw parts such as advertising, public relations, sales promotion, employee communications, etc."
Don E. Schultz, professor of IMC, Northwestern University (one of his definitions)
"It's the managing of all sources of information about a product which behaviorally moves the customer toward a sale and maintains loyalty."
Clark Caywood, former chair of Northwestern University's IMC department
"Integrated marketing is a cross-functional process for managing profitable brand relationships by bringing people and corporate learning together in order to maintain strategic consistency in brand communications, facilitate purposeful dialogue with customers and other stakeholders, and market a corporate mission that increases brand trust."
Tom Duncan, University of Colorado, IMC thought leader and author of the book “Driving Brand Values"
A popular definition is that IMC is the coordination of all the communication tools so that the company speaks with one voice.
At The Phelps Group, our definition of IMC is, "IMC is delivering the right message, at the right time and place, to the right market segment, to build the brand, drive sales and provide a feedback loop for improved products and relationships."
We express the heart of this definition with our company mantra:
"All communications. One voice."
We are cognizant of the fact that integrated marketing communications (IMC), is usually a minority part of the entire integrated marketing (IM) mix.
Our challenge at The Phelps Group is to develop IMC programs that provide upward-spiraling, continuously improving platforms to build brands, generate sales and improve the experiences of our clients' customers’