Defining IMC and Philosophy Since initial attempts to define IMC in the early 1990s, an abundance of definitions have emerged, and have been dis-cussed in detail in many recent papers (Duncan 2002; Gould 2004; Kitchen, Joanne, and Tao 2004; Kliatchko 2005). In Duncan's representation, IMC is seen as "a process for managing the customer relationships that drive brand value.