A Study on IMC & Online Marketing

Exploring the Potential of Integrated Marketing Communication in Online Marketing

Abstract

Online marketing is rising in India with fast pace. Many Indian companies are using online marketing for competitive advantage. Success of marketing campaign cannot be solely achieved by online marketing only. This study shows precautions to be taken for effective implementation of online marketing to reap tremendous potential to increase in sales. And then we talk about integrated Marketing Communication emerges as a powerful tool that guides practitioners in developing and implementing marketing communications more consistently and effectively. Despite its continuing appeal little is known about its physical or visible form in marketing communication process, but the emergence of this concept has become one of the most significant examples of development in the marketing discipline. It is the most innovative function of marketing endorsed by advertising and marketing practitioners.