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