This research paper investigates the integrated marketing communication (IMC) strategies employed by the cement industry in the state of Odisha, India. The study aims to analyze the effectiveness of various communication tactics utilized by cement companies in Odisha to engage customers and promote their products. By examining the IMC strategies, this paper provides insights into the industry's marketing practices and their impact on consumer perceptions and buying behavior. The research employs a mixed-method approach, combining qualitative and quantitative data, to gain comprehensive findings. The results of this study can be valuable for cement companies in Odisha and other similar regions, as they seek to enhance their marketing communications and achieve a competitive advantage.

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Keywords: Integrated Marketing Communication, Cement Industry, Odisha, Consumer Perception, Communication Tactics, Buying Behavior, Marketing Practices, Competitive Advantage.

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