Integrated Marketing Communications

In Wikipedia

Definition: A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

*IMC* can also refer to Independent Media Center aka: indymedia
‘Integrated Marketing Communication’ (IMC) is the name of a body of academic and practical work centered on aligning organizational communications with the needs of customers. The concept of IMC was originated by Professor Don Schultz at the Medill School of Journalism at Northwestern University.

The practice of IMC begins with an assessment of customer needs (both internal and external customers). These needs inform an overarching marketing strategy driven by advertising, public relations, direct marketing and other forms of external and internal communications.

As a matter of function, IMC often employs large datasets, advanced statistical analysis and sophisticated Return on Investment (ROI) models to make marketing more accurate and accountable.