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Marketing communication mix
Pages 10 (2510 words)
MARKETING COMMUNICATION MIX Name Course Instructor Institution Date Part A According to Kotler (1991, p. 566), marketing communication mix is a subset of marketing which involves a combination five aspects of marketing goods and services. These are sales promotion, advertising, direct marketing, personal selling and public relations.
Hughes and Fill (2007, p. 45), says that companies which market services also include processes, physical evidence and people among the Ps and thus making a mix of seven Ps in marketing. Lee and Park (2007, p. 223), explains that marketing communication falls under the promotion aspect of the seven Ps of communication. Integrated marketing communication is defined by Keller (2001, p. 819) as a plan of marketing which links the communication function with the components of marketing and it aims at informing and persuading potential customers to buy goods and services. In addition to the promotion elements of marketing, the integrated marketing communication mix may use online tools in the developing a clear message and passing it to the consumers so that they can be persuaded to purchase and use a specific product or service. Finne and Gronroos (2009, p. 179) say that the product within the marketing mix is the goods or services that a company provides. In marketing communication, companies aim at creating awareness to the consumers of the products on their availability and qualities. The price represents the cost of the products and this includes specific features of the price such as discounts. The price of a product influences the willingness of the customers to purchase and consume a good or service. ...
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