Principles of Integrated Marketing Communications An Evidence-based Approach

We have now come to the end of the book, with much discussion and a lot to absorb along the way. As we noted in chapter 1, the philosophy that marcoms campaigns must be both effective and efficient underpins this book. To be effective and efficient, many elements need to work together. This integrative review chapter provides an overview of the lessons you have learned in this book, summarised into different core themes. Yet this knowledge is useless if they cannot be implemented. In this chapter, we also discuss why IMC implementations have often failed. Finally, we conclude with a word on ethics in IMC and a look into the future of marketing as it becomes more technologically driven.