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Managing Markering Communication
Pages 10 (2510 words)
Managing Marketing Communication Executive Summary The present era is commonly referred to as the Information Age. All small, average sized or large businesses need to make use of effectual business communication practices in order to keep meeting customer expectations and achieve a competitive advantage over their rivals.
With the economies of most nations in both the developing and developed worlds becoming more knowledge intensive and sophisticated, there is a greater necessity for the existence of a well-organised network that will allow decision makers to access accurate business information that will, in turn, facilitate transaction sealing and efficiency. Managing Marketing Communication Introduction Integrated Marketing Communications, or IMC, basically refers to the process of combining all the tools used in advertising so that they can function together. Promotion, one of the marketing mix’s 4 Ps, has its own combination of communication elements. All of these elements operate better if they are combined together than when they are used in isolation. Their functions are improved when integration incorporates more than the essential communication tools. There are other kinds of integration like vertical and horizontal integration. Horizontal Integration can happen across business functions as well as the marketing mix. For example, communications production, distribution, and finance should operate simultaneously when the telecom service providers seek to channel messages to their consumers. Different divisions like direct mail, sales, and advertising can operate concurrently via data integration (Cameron, 2005). ...
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