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Although IMC has its roots in the 1980’s it’s not until the 1990’s when the marketing process started changing, new technologies came into the market place and integration came into fruition more deeply. This essay is going to describe the changes in the marketplace that made it necessary and gave way to the adoption of IMC as well as the problems and different levels of adoption that led to the growth of IMC in the market place.
The development of digital technology, emphasis in branding and spreading of markets across the traditional geographical borders were the major drivers of IMC in the 1980’s (Schultz & Schultz; 2003:9)...
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