Based on the empirical findings of the research, the final outcome of this thesis
complements and advances current knowledge about marketing communications
and particularly in relation to integrated marketing communications. A significant
outcome of this research is that IMC is purely client-led. In addition, it is found
that the majority of participating firms have only recently started to implement
IMC, and indeed, that current IMC practices can be further advanced and
augmented. At least in business-to-consumer industries, firms need to listen more
actively to the needs and wants of their customers in order to be able to create
consumer-driven marketing communication approaches