The Theoretical Evolution of Integrated Marketing Communications Over Three Decades: From Communication Integration to Brand Integration

DOI

10.2991/978-94-6239-604-3_27How to use a DOI?

Keywords

Integrated Marketing Communications; Brand Communication Consistency; Digital Communication; Consumer Engagement

Abstract

This paper systematically traces the evolutionary trajectory of Integrated Marketing Communication (IMC) since the 1990s, examining its evolution from “integration of communication tools” to “strategic integration management”. With the diversification of consumer media exposure and the proliferation of digital technologies, IMC theory and practice have undergone significant transformation. The article reviews theoretical developments from Schultz et al.’s tactical coordination and strategic integration model to Kliatchko’s four-pillar theory (stakeholders, content, channels, outcomes), emphasising that IMC should adopt a consumer-centric paradigm to integrate all brand communication touchpoints. The research methodology is based on literature review and theoretical analysis. Key evolutionary trends in IMC are as follows: the rise of digital communication and social media has enhanced consumer engagement and interaction intensity; brand relationship management, co-creation of value, and customer experience have become core IMC elements; and artificial intelligence and big data analytics are driving personalised and precision communication. Future challenges encompass conceptual confusion, organisational barriers, and the lack of unified measurement criteria.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Quanxin Zhang
PY  - 2026
DA  - 2026/02/26
TI  - The Theoretical Evolution of Integrated Marketing Communications Over Three Decades: From Communication Integration to Brand Integration
BT  - Proceedings of the 5th International Conference on Economic Development and Business Culture (ICEDBC 2025)
PB  - Atlantis Press
SP  - 246
EP  - 254
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-604-3_27
DO  - 10.2991/978-94-6239-604-3_27
ID  - Zhang2026
ER  -