... among companies but also authorities, state owned companies and political parties, all facing the realities of competition in an open economy. As a concept IMC has become well known on an international scale during the 1990s. Thus IMC is a term whose widespread use is comparatively recent, a fact, which might explain why there not yet is a common understanding of its real ... ; Kitchen and Schultz, 1999). Few years back , major portion of marketing budgets went to advertising ,but now the scene has changed, it is allocated into various activities such as trade promotions, consumer promo...

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• Approx Pages: 6
• Grade Level: Graduate