kotcha14 - Chapter 14 Integrated Marketing Communication...

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1     Chapter 14 Integrated Marketing  Communication Strategy
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2 Marketing Communication  Mix or Promotion Mix Product’s  Design Product’s  Price Product’s  Package Stores that Sell  the Product 
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3 The Changing  Communications Environment Two Factors  are Changing the Face of Today’s  Marketing Communications: Improvements in  Information Technology Has Led to  Segmented Marketing More  Narrowcasting Marketers Have Shifted Away From Mass Marketing Less  Broadcasting                    Market Fragmentation Led to                  Media Fragmentation
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4 The Need for Integrated  Marketing Communications With  Integrated Marketing  Communications  (IMC), the Company  Carefully Integrates and Coordinates   Its Many Communications Channels to  Deliver a Clear, Consistent, and  Compelling Message About the  Organization and Its Product or  Service.
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5 Integrated Marketing  Communications (Fig. 14.1) Personal selling Public relations Direct marketing Sales promotion Advertising
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6 Preselling Selling Post- Consumption Consuming Marketers View Communications as the  Management of the Customer Relationship  Over  Time Through the Following Stages: A View of the  Communications Process
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7 Elements in the Communication  Process (Fig. 14.2)
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8 Sellers Need to   Know  What Audiences  They Wish to Reach  and Response  Desired. Sellers Must be Good  at Encoding Messages That Target Audience Can Decode. Key Factors in Good 
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kotcha14 - Chapter 14 Integrated Marketing Communication...

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