as been integrated into today’s systems especially with the acceptance and rapid use of the internet which has simply brought a revolution on how things are done. (Pratten 2007) The marketing field has not been left behind in the use of e-communication.
Integrated marketing on the other hand is a general term which seeks to describe an entire spectrum of marketing communication. It helps ensure that the messages communicated are both consistent and complementary. Integrated marketing utilizes both online marketing which is basically e-communication and offline methods in its roles.
To shape this discussion coherently, it is important to first have the e communications methods discussed and in addition, the basic marketing milestones they help achieve. The final part will draw the benefits in each of the marketing communication fields. (Tony 1999).
To start with, it is almost impossible to form a paper on marketing without looking at the basic foundations of marketing which are the four P’s. Every marketer aims at achieving these as far as strategic positioning of goods is concerned. This is known as the marketing mix in a marketing field. Marketing mix is defined as a set of controllable marketing tools harnessed together to help achieve the laid down objectives of the selling company.
This is the exchange value of the product or the amount paid by a customer in the exchange of a good. A price in most cases is subject to many factors either present in the company or externally determined. Factors determining the price of a good are mainly the market share of the particular company, competition levels, the total cost of producing these goods and finally the perceived value of the goods by the customers.
This refers to the sum total of all the communications a marketer undertakes for the purpose of ensuring that the word about availability of a product goes out to the potential buyers/customers. This last P is the subject of this study as we look at how it