00925pab a2200169 454500 180718b2006 xxu||||| |||| 00| 0 eng d Agrawal, Anand Integrated marketing communication: need, approaches, and issues - a research perspective 2006 p.57-65. Feb This 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. Marketing Agrawal, Preeti ICFAI Journal of Marketing Management 68867 68867 68867 0 0 0 0 IIPA IIPA 2018-07-19 Volume no: 5, Issue no: 1 AR69323 2018-07-19 2018-07-19 AR