A Literature Review on the Constructs of Integrated Marketing Communication (IMC) and Brand Equity

The marketing mix management paradigm has played an influential role in the development of marketing theory and practice, and it has dominated marketing thought and research since its introduction. The initial four elements or 4Ps of the marketing mix included product, price, promotion (marketing communication) and place. Since its inception however, new forces in the environment have called for new marketing and business practices paradigm shifts. Companies now need fresh thinking about how to operate and compete in the new marketing environment. This has led to the development of Integrated Marketing Communication, which is a more comprehensive approach to marketing. This has been linked to brand equity concept WHICH has attained much importance with marketers AS it provides guidance on how marketing programs can effectively contribute to the value of a brand, as well as how the value can be advantageously exploited. The purpose of this paper was to review existing theoretical, empirical and conceptual literature on the constructs of Integrated Marketing and brand equity, identify emerging theoretical, conceptual and empirical gaps that forms the basis of future research, propose a conceptual model to respond to the identified gaps. A cross sectional research design is proposed for this study. Proposed target population is the governments Huduma centres. These being a new initiative by the government the study will be of value add.