A Study on the Performance and Outcome of Integrated Marketing Communication in the Apparel Retail Trade

Integrated marketing communication (IMC) is a dynamic concept which over the last couple of years has changed tremendously. Integrated Marketing Communication as a strategy appears to be an effective solution to marketers to stand out from the clutter and create an impact on the brand. There is limited empirical evidence supporting the effects of IMC drivers and resulting performance, which is the constraining factor for implementation of IMC in organizations. So, evaluation of IMC performance is imperative, in order to gain acceptance and support of top management to implement IMC in an organization. The main aim of the study was to explore the relationships between factors influencing IMC performance and the resulting outcome in terms of business performance, customer satisfaction and brand advantage. A coordinated message strategy gives the firm a competitive advantage and promises to rise above the clutter. IMC is no longer a side-function, but rather part of the core of the strategic business decisions as suggested based on the outcome of the research.