Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process | Zendy

Camelia Mihart | Zendy

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Impact of Integrated Marketing Communication on Consumer Behaviour: Effects on Consumer Decision – Making Process

Author(s) -

Camelia Mihart

Publication year - 2012

Publication title -

international journal of marketing studies

Language(s) - English

Resource type - Journals

eISSN - 1918-7203

pISSN - 1918-719X

DOI - 10.5539/ijms.v4n2p121

Subject(s) - marketing , process (computing) , business , marketing mix , context (archaeology) , product (mathematics) , marketing communication , marketing research , marketing strategy , marketing management , consumer behaviour , integrated marketing communications , relationship marketing , computer science , paleontology , geometry , mathematics , biology , operating system

Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer behaviour. Therefore, is of interest, the relatively recent approach found in the literature, according to which IMC works specifically through all the four classic elements of the marketing mix: product, price, placement and marketing communications. In this context, this paper intends to clarify some aspects regarding the effects of IMC on the consumer behaviour, materialized in the consumer decision- making process.

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