Review Of Integrated Marketing Communication Theory And Practice Research

Abstract

Integrated Marketing Communication (IMC) is mainly studied along the path of theory-practice. Initially focused on theoretical construction, subsequent research focused on two main themes: "theory" and "practice". With the decreasing attention paid to the research on integrated marketing communication theory in recent years, this article summarizes the origin of this theory, collects and organizes the main research results in the academic community, in order to clarify the characteristics and shortcomings of integrated marketing communication research, and provide certain academic references for further deepening IMC research.