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As defined by the american association of advertising agencies, integrated marketing communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency . This paper reviews the development of the concept of integrated marketing communications (imc) in terms of its theoretical foundations through an exploratory study of imc within a judgment sample of us advertising agencies (total estimated billings-$204 billion). Integrated marketing communications: issues introduction the emergence of integrated marketing communications (imc) has become one of the most significant examples of development in the marketing discipline (kitchen, 2003).
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