This
paper explains that integrated
marketing communication (IMC ) as a
concept encompasses the use of tools such as advertising, public relations, and direct marketing in different types of media. The author points out that, in 1996, Countrywide introduced the concept of
e-marketing as part of its IMC strategic plan; its use of technology and implementation of innovative practices brings e-marketing into the forefront of its IMC. The paper relates that Countrywide has benefited from its use of IMC because it has allowed the company to grow its customer base, thereby increasing its profitability.