IMC definition has evolved over time and there has been much debate about what the concept really is. Schultz and Schultz (1998) definition is the use of the term ‘business processes’, Kliatchko highlights how it is audience driven . Many small and large companies are adopting IMC and has become an esstential part of a business. An organization needs to practice IMC correctly in order to be successfully, if they don’t then this could lead to failure.
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