kotler14_basic - IntegratedMarketing IntegratedMarketing

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Integrated Marketing  Integrated Marketing  Communications Strategy Communications Strategy Chapter 14
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14 - 2 Definition Marketing Communications Mix The specific mix of advertising,  personal selling, sales promotion, and  public relations a company uses to  pursue its advertising and marketing  objectives. Goal 1:  Know the tools of the marketing communications mix
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14 - 3 Integrated Marketing  Communications The Marketing Communications  Environment is Changing: Mass markets have fragmented, causing  marketers to shift away from mass marketing  to target marketing Improvements in information technology are  facilitating segmentation Media fragmentation has occurred with  companies doing less broadcasting and more  narrowcasting Goal 1:  Know the tools of the marketing communications mix
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14 - 4 Integrated Marketing  Communications The Need for Integrated Marketing  Communications Conflicting messages from different sources  or promotional approaches can confuse  company or brand images  The problem is particularly prevalent when  functional specialists handle individual forms of  marketing communications independently Goal 1:  Know the tools of the marketing communications mix
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14 - 5 Integrated Marketing  Communications The Need for Integrated Marketing  Communications The Internet must be integrated into  the broader IMC mix Best bet is to wed traditional branding  efforts with the interactivity and  service capabilities of online  communications Goal 1:  Know the tools of the marketing communications mix
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14 - 6 Integrated Marketing  Communications Integrated Marketing  Communications The concept under which a company  carefully integrates and coordinates its  many communications channels to  deliver a clear, consistent, and  compelling message about the  organization and its products. Goal 1:  Know the tools of the marketing communications mix
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14 - 7 The Communication  Process Communications efforts should be  viewed from the perspective of managing  customer relationships over time. The communication process begins with  an audit of all potential contacts a  customer might have with the brand. Effective communication requires  knowledge of how communication works.
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This note was uploaded on 03/23/2012 for the course MARKETING 204 taught by Professor A.s during the Spring '12 term at Lahore School of Economics.

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kotler14_basic - IntegratedMarketing IntegratedMarketing

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