Navigating the Modern Marketing Landscape: The Evolution, Implementation, and Impact of Integrated Marketing Communication

Abstract

Over recent years, marketing communications have undergone significant transformations. During the 1960s and 1970s, advertising was the predominant form of marketing communication. However, the landscape has since diversified, incorporating specialists in sales promotion, public relations, publicity, direct marketing, and more. Nowadays, specialists span fields such as e-marketing, product placement, organizing trade and consumer events, and sponsorship activities. These specialists provide clients with insights into areas like trade creation, consumer incentives, pack design, guerrilla marketing techniques, and other domains (Baker, 2003).