การสื่อสารการตลาดแบบผสมผสาน: การทบทวนความหมาย หลักการ และประเด็นที่เกี่ยวข้องกับการนำไปปฏิบัติใช้

Abstract

Since integrated marketing communications (IMC) emerged in the United States in the early 1990s, academics and scholars have devoted much time to its study and research. The sweeping consensus throughout these literatures is that IMC is a valuable concept that can help strengthen brand equity and facilitate more efficient communication from a given brand to its target market. However, while the concept of IMC has been widely accepted and many organizations have adopted and practiced it, marketers and advertising practitioners were also quick to recognize that there are some obstacles for IMC implementation. Thus, this paper reviews IMC issues with regards to its concept, definition, and principles in addition to exploring different research and articles in closely related fields in the last two decades.