Due to the advancement in technologies, individuals are currently more information savvy, sophisticated, and well informed. It is clear that the public can no longer be easily controlled or manipulated by organizations. Since they have a greater awareness of their power they are no longer merely passive recipients of messages, instead they desire to communicate in a participatory way. This has important implications for major concerns of corporations’ agenda, including human rights, sustainability, accountability, governance and environmental issues. Faster consumption habits and more hedonic behaviours in the postmodern age, in which the image has become more important, make communication more complex for both corporations and their brands. Moreover, individualization is on the rise, making it more difficult to divide individuals into segments, as separate homogenous groups. The norm of diversity has become more important due to the typical characteristics of postmodernism.
Under these circumstances, it is clear that neither marketing communication nor corporate communication by themselves is sufficient to meet requirements and challenges of this age. Integrated Communication (InComm) 2013 Conference, held in Izmir University of Economics, will be a platform where scholars will focus on such important issues. The Conference will aim at scrutinizing major concerns of integrated communication. Is it possible that integrated communication, which takes a broader view including both marketing communication and corporate communication concepts, will be able to respond to the current needs of organizations? Can this approach cope with ever changing and seemingly uncontrollable environment?