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Introduction  Concepts of IMC When all marketing practices, resources and tools are used (for an organisation) in an integrated manner affect the minds of customers at a maximum level along with maximising the organisational profit al minimal cost, it is called Integrated marketing communication. In general, marketing begins with “Marketing Mix”.  Marketing communication or promotion is one of the elements of the Marketing Mix. Advertising using different media, personal selling sales promotions (sales and trade promotion), sponsorship marketing, database marketing, public relation, direct marketing and internet marketing are the activities included in the promotion.  So, integrated marketing communication is the integration of all these tools with other marketing mix elements in order to get a competitive advantage. 'Integrated Promotion Mix' is the other term used broadly to Integrated Marketing Communication (IMC).  In conventional marketing, different pro...

Introductions Demerger  Demerger or Spin-off refers to a business strategy where a company particularly the larger company is divided or split into two or more units i.e., into the number of small units operating separately. The objective of all smaller units is the same. Thus, the shares are individually sold to the public. Generally, demerger is done so that each of the units can perform its business efficiently by focusing on the specific task which will contribute to the easy achievement of the objectives.  In order to sell the subsidiaries and smaller units of the company, the demerger is adopted. The main objective of the demerger is to divide a company into various units for achieving the specialization in a particular segment. Demerger or spin-off is just the reverse strategy of merger which implies the strategy to join the number of companies so that the firms intend to work together under the same roof.  Alternatively, the demerger is the opposite of 'u...