Kitchen, Joanne, and Tao (2004) also argue that IMC seems to have passed through, and is still passing through, significant debate over its meaning and purpose, and that it is struggling to emerge and distinguish itself from other marketing concepts such as integrated marketing, CRM (customer relationship management), and market orientation. From Kitchen, Joanne, and Tao's (2004) perspective, IMC needs to be seen as a new paradigm that will facilitate the management of marketing communication.