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Marketing Principles (Topic in order instructions)
Pages 3 (753 words)
Integrated Marketing Communications Marketing is a very vital activity in any organization as it determines its competitiveness. Those activities involved in improving company and brand image such as advertising, sales promotion, personal selling, public relations, and direct marketing are regarded as marketing communication.
However, due to growth in information technology, internet, and the need to become customer-focused firms saw the need to adopt integrated marketing communications (IMC). Customers were no longer passive recipients of information but also create and are actively involved in the marketing process. Through social marketing, they are able to make inquiries, clarify information and add own information. IMC has become very crucial in recent years and an effective tool for competitive advantage. There is no agreed definition of IMC as it depends on the organizations approach to marketing. However, a working definition is in place. IMC is defined by Shimp (2010 p. 10) as “a communication process that entails planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to brand’s targeted customers and prospects.” Clow (2007 p. ...
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