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Integrated Marketing Communication (IMC) is a communications process that entails the planning, creation, integration and implementation of diverse forms of marketing communications (advertisements, sales promotions, publicity releases, events, etc) that are delivered over time to a brands targeted customers and prospects. The goal of IMC is ultimately to influence or directly affect the behaviour of the targeted audience. IMC considers all sources of contact that a customer / prospect has with the brand as potential delivery channels for messages and makes use of all communications methods that are relevant to customers /prospects and to which they might be receptive. IMC requires that all of a brands communication media and messages deliver a consistent message. The IMC process further necessitates that the customer / prospect is the starting point for determining the types of messages and channels that will serve best to inform, persuade and induce action. (Shimp 2003)

With nearly 2,500 staff and offices throughout the Asia Pacific region, KAZ Group (KAZ) provides exceptional business and technology services to organisations and governments across a variety of industries including banking, finance, retail, manufacturing, logistics and utilities.

By establishing long-term and trusted partnerships with clients, KAZ is able to develop innovative and flexible solutions giving organisations a competitive edge in the market. We pride ourselves on our strong focus on client needs and our ability to improve the way companies do business. And through our research and development, we are continually one step ahead to meet client's changing needs.

Using experienced people, leading technology and proven procedures, KAZ provides the full range of business and information technology capabilities.

KAZ is at the forefront of business process outsourcing, where companies transfer their non-core parts of their business to an external specialist to manage. This frees up critical resources, allowing clients to focus on their key business, resulting in greater value for stakeholders.

KAZ specialises in a number of business process outsourcing areas including customer contact centres, document imaging and processing, and claims management and processing.

KAZ is also recognised as a leading developer of software solutions for the finance industry and governments through its membership administration products and document management solutions.

Theory of IMC

Over the years IMC has had much criticism on weather it was a new theoretical concept or a management fashion. Due to its lack of definition, IMC cannot be clearly inferred from practice, it cannot be stated as to what it is or isn't, its ideas influence as a management fashion can be profound in the general and popular ideas that it disseminates and the rhetoric that it provides to practicing managers.

The difference in opinion about the historical context and the emergence of IMC hangs closely together with the lack of a definition of the concept (Nowark and Phelps, 1994; Phelps and Johnson, 1996; Kitchen, 1999). While writers appear to agree on the areas of coverage by IMC with concern for