1. Kotler, Philip. Marketing Management. NewDelhi. Mcmillan India Ltd., 1999.
2. Batra, Rajeev., Myers, John G., Aaker, David A. Advertising Management. New Delhi. Prentice-Hall of India Private Limited., 2003.
3. Kazmi, S H H, Batra, Satish K. Advertising & Sales Promotion. New Delhi. Excel Books, 2016.
4. Belch, G.E., (2014). Advertising: An integrated marketing communication perspective. McGraw Hill.
5. Belch, G.E and Belch, M.A., "Evaluating the Effectiveness of Elements of Integrated Marketing Communications: A Review of Research," Occasional Paper, San Diego State University, 2016.
6. Kliatchko, J.G., "Towards a New Definition of Integrated Marketing Communications (IMC)," International Journal of Advertising, Vol 24, No. 1, 2005, pp. 8-9; Ichul, L., Han, D. and Schultz, D., "Understanding the Diffusion of Integrated Marketing Communications," Journal of Advertising Research, Vol. 44, No. 1, 2004, pp 31-45.