THE CONCEPT AND DIMENSIONS OF IMC In a recent white paper on IMC (Duncan and Mulhern 2004), it was stated that its scope was expanding and the concept and process were still evolving. It was also argued that IMC is generally considered to be a philosophy or process related to strategically managing all brand messages in a way that con-tributes to the building of strong brands. In attempting to achieve this aim, managers of the IMC process are likely to draw on the cultural predisposition to work cooperatively, leverage the market- and customer-sensing mechanisms of the organization to devise message and media strategies, and adopt an informed approach to choosing and orchestrating the right tools for the communication task.