Integrated Marketing Communication Strategy And Management

Topics:
Marketing Communications
Tags:
Integrated Marketing Communication,
Marketing,
Marketing Communication,
Marketing Research,
Villanova University
Source:
Villanova University

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Overview: Marketing communication is the process of informing, reminding, and persuading the consumers about a particular product or service. The various promotional tools involved in product promotion comprise the communications mix of an organization. Marketing communication is instrumental in influencing the purchase decision of the consumer. Integrated Marketing Communication (IMC) is the judicious and efficient use of the product promotional tools so that a universal, clear, and effective promotional message is communicated amongst the target audience. The paper examines IMC strategy and management.

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Format: HTML | Size: 216KB | Date: Jan 2003 | Pages: 37

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