{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,16]],"date-time":"2026-01-16T18:42:41Z","timestamp":1768588961557,"version":"3.49.0"},"reference-count":0,"publisher":"BENTHAM SCIENCE PUBLISHERS","isbn-type":[{"value":"9798898812850","type":"print"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2026,1,13]]},"abstract":"<jats:p>Integrated Marketing Communication (IMC) is a strategic approach that\ncombines multiple marketing tools and techniques to create a seamless and consistent\nbrand message across various channels. This chapter explores different IMC tools,\nincluding advertising, sales promotion, public relations, direct marketing, digital\nmarketing, social media marketing, and personal selling. It also delves into modern\nIMC techniques such as content marketing, SEO, influencer marketing, storytelling,\nand gamification. Additionally, technology-enabled tools like marketing automation,\nCRM systems, analytics platforms, and chatbots are discussed. The chapter further\naddresses key challenges in IMC, such as maintaining brand consistency, measuring\nROI, and overcoming media clutter. Case studies of successful IMC campaigns by\nbrands like Coca-Cola and Flipkart provide practical insights into IMC strategies. This\nchapter highlights the significance of integrating traditional and digital marketing tools\nto enhance brand engagement, customer relationships, and business success.<\/jats:p>","DOI":"10.2174\/9798898812850126010006","type":"book-chapter","created":{"date-parts":[[2026,1,16]],"date-time":"2026-01-16T06:43:42Z","timestamp":1768545822000},"page":"95-119","source":"Crossref","is-referenced-by-count":0,"title":["Tools and Techniques of Integrated Marketing Communication (IMC)"],"prefix":"10.2174","author":[{"given":"Chandrani","family":"Singh","sequence":"first","affiliation":[{"name":"Department of Management, STES, Sinhgad\nInstitute of Management, Pune\nIndia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Manisha","family":"Pipariya","sequence":"additional","affiliation":[{"name":"Department of Management, Pune Institute of Business\nManagement, Pune\nIndia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Anamika","family":"Singh","sequence":"additional","affiliation":[{"name":"Department of Management, Pune Institute of Business\nManagement, Pune\nIndia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"965","container-title":["Mastering IMC: A Comprehensive Guide to Integrated Marketing Communication"],"original-title":[],"deposited":{"date-parts":[[2026,1,16]],"date-time":"2026-01-16T06:43:44Z","timestamp":1768545824000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.eurekaselect.com\/node\/249553"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,1,13]]},"ISBN":["9798898812850"],"references-count":0,"URL":"https:\/\/doi.org\/10.2174\/9798898812850126010006","relation":{},"subject":[],"published":{"date-parts":[[2026,1,13]]}}}