According to Wikipedia: “Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customer. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximises the impact on consumers and other end users at a minimal cost.”
The Practice embraces that definition and brings clarity and simplicity of thought to the process. In order to make a strategy work you must first of all understand yourself and then your customer. What are you selling and to whom.