M: Marketing, 6e (Grewal)
Chapter 17 Integrated Marketing Communications
1) It is difficult, but not impossible, to integrate marketing communications across all platforms,
including social media.
2) Each element of an integrated marketing communication (IMC) strategy must have a well–
defined purpose and support, and extend the message delivered by all the other elements.
3) Integrated marketing communications (IMC) represents the product element of the four Ps.
