INDECS 22(4), 401-414, 2024 DOI 10.7906/indecs.22.4.3 Full text available in pdf format.

Received: 20th March 2024. Accepted: 27th May 2024. Preliminary report

ABSTRACT

Integrated Marketing Communication (IMC) represents a pivotal approach in contemporary business, emphasising the coordination and integration of various communication tools to achieve a coherent and consistent message. This research investigates how Croatian companies have integrated IMC into their marketing strategies within the Croatian business environment. The findings indicate a growing trend of adopting this integrated approach, with a primary focus on consistency, personalisation and effectiveness of IMC activities. A synergy between marketing communication channels and an emphasis on adaptable, innovative IMC strategies has been recognised. However, challenges such as inter-departmental coordination within companies and optimisation of IMC strategies are pointed out as areas that require further attention. Despite these challenges, Croatian companies recognise the importance and potential of IMC as a strategic tool to enhance their market visibility and competitive advantage. Considering the dynamism of the market environment, continuous innovation, education, and adaptation are crucial for achieving the long-term success of IMC strategies.

KEY WORDS
integrated marketing communication, IMC, communication channels, IMC strategies, Croatian companies

CLASSIFICATION

JEL:	M31, M37, M39