Marketing Communications

Topics:
Marketing Communications
Tags:
California State Polytechnic University,
IMC,
Marketing,
Marketing Communication,
Marketing Research,
Productivity
Source:
California State Polytechnic University, Pomona

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Overview: Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. It also involves influencing the consumer’s purchase decision. IMC is the judicious and efficient use of the promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. The paper examines the communication process and discusses the different promotional tools.

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Format: HTML | Size: 427KB | Date: Jan 2003 | Pages: 54

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