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Contemporary Issue In Marketing - Essay Example

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Hence, marketers have begun implementing integrated marketing communication tactics along with technology and persuasive communication strategies, in order to build loyalty and long-term relationships with consumers. The present essay will shed light on the contemporary issues faced by marketers in current business environment and the use of integrated marketing communication, technology and persuasive communication in order to create a niche in this ever-increasing competitive environment. Integrated Marketing Communication Even after its inception over a decade ago, IMC and its definition is still subjective and varies in different situations. Few of the terms, defining IMC in parts, may include orchestration, New Advertising, whole egg, relationship marketing, seamless communication, total branding, 360 branding, integrated communication and integrated marketing (Kliatchko, 2005). Regardless of definitions suggested by scholars and researchers, it is undoubted that this new approach to marketing and business has become an unalterable strategic operation and no big organization can afford to skip IMC (Kitchen and Li, 2005). The emergence of IMC can be attributed to the inevitable change in customer perception and demands as well as demand for a more systemized and coordinated concept of marketing communication. ...
Various studies and surveys on organizations, as well as consumers, have revealed argumentative theories as conclusions over the practice and viability of IMC. Eagle, et al. (1999) had studied advertising executives and marketers in New Zealand to understand the perception with respect to the concept of IMC. Two paradigm concepts dominated, where one considered IMC as a new concept, whereas the other touted it as an unremarkable contribution to the overall marketing. However, the final conclusion was that IMC is not a management fad. In fact, it can be considered as a fundamental change in the perception and practice of communication and marketing, among clients and advertising agencies. Electronic Relationship Electronic relationship is basically building and maintaining relationship with customers on the online platform. Electronic marketing and wooing consumers through digital media has become an integral part of any organization’s marketing and communication strategy. Karahanna, Agarwal and Angst (2006) have argued that in the present business and economic environment, it is very important to remain connected and updated, be it latest trends and offerings in the market, changes in industry or availability of new information. However, with the rising number of online websites and corporations’ fighting over online media space, it has become a cluttered zone. Consequently, organizations are implementing strategies such as, customer relationship marketing, database research and database marketing, in order to track customers and keep them satisfied. Trust and Commitment One of the major salient features in effectiveness ...Show more


Contemporary Issue in Marketing Contents Contents 2 Introduction 3 Integrated Marketing Communication 3 Electronic Relationship 4 Trust and Commitment 4 Conclusion 5 Recommendations 5 Reference List 8 Introduction Organisations in today’s world are facing a tough challenge of coping with the ever-changing needs of their customers…
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Contemporary Issue In Marketing
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