Abstract
Since its emergence in the 1990s, integrated marketing communications (IMC) has morphed into a thriving sub-discipline of marketing. The sub-discipline remains empirically and theoretically fortified in findings from advanced developed democracies despite notable changes in the scope of scholarly contributions. This conceptual paper marks out fragile states as dissimilar from advanced developed nations and, accordingly, advances a conceptual framework for IMC for political organisations in fragile states. We argue that empirical scholarly progress for IMC in political marketing must acknowledge the distinctiveness of fragile states and its role in moulding political marketing theory. We conclude by calling for a future research agenda characterised by a theoretical and empirical rethink on IMC in political marketing.