Literature about Integrated Marketing Communication (IMC) is still evolving, but lacks
a systematic focus on online and offline integration approaches. This research aims to
identify the key managerial issues related to online and offline integration within IMC
and explore the existence of clusters of firms with consistent conducts and results. We
carried out a survey with 124 large firms operating in Italy, running first exploratory
factor analyses and then a non-hierarchical cluster analysis. The former highlight the
nature of the implementation modalities of online and offline integration in IMC, the
main types of advantages, and the different categories of barriers to such
implementation. The latter results in two clusters of firms. Academic and managerial
implications are presented along with future research directions
