IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS IN TODAY'S BUSINESS ENVIRONMENT

The present paper discusses about the emergence of integrated marketing communications(IMC). Today IMC has significantly impacted thinking and actions among all types of organizations as they face the realities of competition in the today’s business environment and the open economy. It has been proved asan efficient promotional tool to communicate more universally, clear, and effectively. This conceptual paper putlights on various facets of Integrated Marketing Communication (IMC) especially in the context of today’s business scenario. The purpose of this research paper is to know and understand what the integrated marketing communication (IMC) is and how it is important to utilize the same in today’s business environment