Integrated Marketing Communications

During the past numerous decades, companies around the world have perfected the art of mass marketing-selling largely standardized products to masses of customers. In the procedure, they have developed effectual mass-media advertising techniques to support their mass-marketing strategies. These companies regularly invest immense amount of money in the mass media, attainment tens of millions of customers with a single ad. On the other hand, as we move into the twenty-first century, marketing managers face some new kind of marketing communications realities.