At stage two integration the message sources are those departments in which product mix, price mix, marketing communication and distribution mix are settled; appropriately, stakeholders at this stage of integration are distributors, suppliers and competition ( Duncan and Moriarty, 1998 as cited in Laurie & Mortimer, 2011 ).
12.
Moving forward, the last stage Duncan and Moriarty's Communication Based Model ( as cited in Laurie and Mortimer, 2011 ) is stage three where message sources are at the corporate level of the organisation; these message sources include administration, manufacturing operations, marketing, finance, human resources and legal departments.
13.
The communication-based model, advanced by Duncan and Moriarty ( as cited in Laurie & Mortimer, 2011 ) contends that there are three levels of IMC integration; Duncan and Moriarty affirm that the lowest level of IMC integration is level one where IMC decisions are made by marketing communication level message sources.
