You have just joined a large international organization as Chief Marketing Ofcer. You want to ensure that all marketing and communication activity going forward makes

You have just joined a large international organization as Chief Marketing Officer. You want to ensure that all marketing and communication activity going forward makes full use of the concept of IMC.  

Explain this concept of 'Integrated Marketing Communication' to your marketing team and its benefits and discuss how together you will overcome some of the barriers that might hinder its adoption in the organization.