In response to concerns about the impact of hostile mar-
keting environments on brand equity and increased manage-
ment expectations related to marketing performance and
accountability, many organizations are considering how to
improve the management and integration of their marketing
communication programs using integrated marketing com
munication (IMC). Nevertheless, various authors support the
contention that there is ambiguity surrounding the defini-
tion of IMC, with no consistent or mutually agreed upon
meaning, and with many areas in need of clarification