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INNOVATIVE PRACTICES OF INTEGRATED MARKETING COMMUNICATION IN BUSINESS Prepared By: Prof.Lakshmi Narayana.K Research Scholar, Rayalaseema University , Kurnool,  Asst.Prof , Department of MBA, M.S.Engineeri ng College, Bangalore. E-mail: [email protected] Mob: +91-9741101011 ABSTRACT The prese nt paper torches upon the emergence of integrate d market ing commun icati ons (IMC) that has si gnif ic ant ly infl uence d thinki ng and acti ng among al l types of compan ie s and Organizations facing the realities of competition in the present op en economy. It has been proved as an efficient promotional tool to communicate more universally, clear, and effectively. The  paper put light s on vario us facet s of Integrate d Marke ting Communica tion (IMC) especiall y in Indian Business Scenario. The challenges and scopes of IMC with the context of strategies, implementation, and audit have also been discussed. Keywords: Integrated Marketing, Social networking, Indian Business . Introduction: In today’s ever changing “Nanosecond Culture” of social networ ks, empowered custo mers and hyper competition, we need to be prepared to immediately implement holistic thinking for our marketing and communications strategy. With an increase in global competition, technological advances, and fast informed customers, it is important for businesses to make a powerful impact on target audiences and markets. Integrated Marketing Communication (IMC) is one of the most Prof.Ajata Shatru Samal Research Scholar, Rayalaseema University , Kurnool,  Asst.Prof, Dept.MBA, NCET, Bangalore. E-

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