OVERVIEW OF INTEGRATED MARKETING COMMUNICATIONS AND THE MARCOM PROCESS

2 Chapter 1 Chapter Objectives       OVERVIEW OF INTEGRATED MARKETING COMMUNICATIONS AND THE MARCOM PROCESS To introduce the topic of marketing communications (marcom) and identify the tools used by practitioners. To describe the philosophy and practice of integrated marketing communications (IMC). To present the five key features of IMC. To identify obstacles to implementing IMC. To introduce a framework that illustrates the activities involved in developing an integrated communications program. To distinguish some of the important trade associations in the marcom field.