Professional Application

Professional Application Essay example
College
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Marketing
Pages 7 (1757 words)
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Integrated Marketing plan for Steve Madden Footwear Abstract The synergistic mix of promotional channels has increasingly become more effective and efficient way to market goods and products. Marketing communication therefore is being conceptualized as an approach to business, making it an integral part of business strategy and planning…

Introduction

The different platforms have successfully delivered the objectives of the business and created credibility of the brand and helped developed committed database of clientele and niche market. Introduction Integrated marketing techniques have emerged as powerful way of processing communication and sending critical messages across wider database of users and customers (Kotler et al., 2007). The synergistic mix of promotional channels has increasingly become more effective and efficient way to market goods and products. Marketing communication therefore is being conceptualized as an approach to business, making it an integral part of business strategy and planning (Wilson and Gilligan, 2003). It is vital element of business as it helps to develop committed clientele whose changing preferences are met through customization of products and services that meet their requirements. Indeed, in the age of advancing technology, customers have become more informed and put greater pressure on the marketers. Looking at these various compulsions, Steve Madden footwear would use three different formats of media to market its products which are described as below. Part 1 Media choice 1: Broadcast advertising Broadcast advertising encompasses television and radio based advertising. ...
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