00874pab a2200145 454500008004000000100001900040245009400059260000900153300001300162362000800175520046900183650001400652700002000666773004200686180718b2006   xxu||||| |||| 00| 0 eng d  aAgrawal, Anand  aIntegrated marketing communication: need, approaches, and issues - a research perspective  c2006  ap.57-65.  aFeb  aThis article aims at presenting a bird's eye view on the needs, approaches and issues related to Integrated Marketing Communication (IMC) with a research perspective. This can help the researchers to carry out the literature survey. This account traces the history of IMC and the different needs and models evolved, leading to the use of IMC as a prevalent marketing communication form. Some problems of integration are also discussed in the article. - Reproduced.  aMarketing  aAgrawal, Preeti  aICFAI Journal of Marketing Management