Work

Bridging Marketing Communications for Cohesive Marketing Reinforcement

Year: 2026

Type: article

Abstract: Integrated marketing communication was first proposed in 1991 by Professor Don E. Schultz in his book Integrated Marketing Communication, that theory triggered profound revolution in the concept of marketing and advertising communication. Schultz emphasized that integrated marketing communication is a management system, whose main content is to carry out information communication activities, in order to form and maintain good relations with consumers and people who with benefits involved through communication.

Source: Iconic Research and Engineering Journals

DOI: 10.64388/irev10i4-1724456

Authors: Akinbisoye Akintomide, Williams Oluwatosin, Olafare Oluwatomisin, Adeoye-Omoteye Elizabeth, Banks-Akinnuoye Chelsea, Ayoade Olalekan Ifeyimika

Institution: Bamidele Olumilua University of Education, Science and Technology

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W7224323864

FWCI:

Cites: 6

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Related to: 10