Final answer:
The lack of people with the necessary broad perspective and skills is a significant obstacle to implementing integrated marketing communications (IMC), and this is a concern acknowledged by many marketing executives.
Step-by-step explanation:
The statement, according to marketing executives, that the biggest obstacle to implementing integrated marketing communications (IMC) is the lack of people with the broad perspective and skills to make it work, is generally considered true. Integrated marketing communications is a holistic approach to marketing that involves ensuring all forms of communications and messages are carefully linked together. To effectively implement IMC, individuals need to have a wide range of skills, including strategic planning, understanding of various marketing channels, creative thinking, and the ability to analyze data. Companies might struggle to find professionals who possess such diverse skillset, which can hinder the successful execution of IMC strategies.