A concept of Marketing communication planning that recognizes the added value of a comprehensiveplan that evaluates the strategic

roles of a variety of communication disciplines "Communication is at the very heart of marketing" (Watson)The ultimate objective of

any business is to establish a close relationship with its customers. For any relationship to be successful, effective communication is vital.

In the highly competitive global marketplace, the dramatic rise of choices available to consumers has made it more difficult for companies

to differentiate themselves. To survive in this environment, they must not only compete for a share of their customer's wallets, but for a

share of their hearts and minds as well.To meet this challenge, many businesses have adopted Integrated Marketing Communications

(IMC). As defined by the American Marketing Association, IMC is," a concept of marketing communications planning that recognizes

the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines (for example, general

advertising, direct response, sales promotion and public relations)" (Schultz, 19

the information that you are providing to them (Blaine, 2002).

Web sites are used to market and sell products with a smaller overhead than brick and mortar retailers. Mass e-mails describing

- Be able to think on your feet and adapt appropriately to customers reactions or questions.

draw back for marketers is the high postal expense to have their catalogs distributed. Video distribution is

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