Development of integrated marketing communication and its practical implementation challenges

Abstract

Integrated marketing communication (IMC) is one of the most important stages of communication development, which has caused a lot of discussion in the scientific environment. While most scientists provided many IMC definitions and sought further analysis, some contradictory IMC evaluations emerged. The purpose of this article is to examine the concept of the IMC and the obstacles to its application in practice. The article explains why integrated marketing communication is needed, why the concept emerged, its concept and how it evolved. After analyzing theoretical aspects of IMC, the most common application problems encountered by organizations were presented. Used research methods in this article: analysis of scientific literature, comparative analysis, synthesis and generalization.