ADOPTION OF IMC IN A PRODUCT�S MARKETING PRACTICESB OF COCA-COLA COMPANY

Integrated marketing communications (IMC) is an approach to marketing

communications that seeks to engage with the customers from every front using
different tools and strategies that convey a single and clear message with greater
impact to the consumers. IMC refers to the communications strategy adopted by a
firm to ensure that all brand contacts and interactions with the customer for the
organization, the employees, products and services are relevant, appropriate and
consistent over time.