Bridging Marketing Communications for Cohesive Marketing Reinforcement

Integrated marketing communication was first proposed in 1991 by Professor Don E. Schultz in his book Integrated Marketing Communication, that theory triggered profound revolution in the concept of marketing and advertising communication. Schultz emphasized that integrated marketing communication is a management system, whose main content is to carry out information communication activities, in order to form and maintain good relations with consumers and people who with benefits involved through communication.