Designing and Managing Integrated Marketing Communication
نویسنده
چکیده
Modern Marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also communicate with present and potential stakeholders as well as the general public. For most companies, the question is not whether to communicate but rather what to say, to whom, and how often. In fact, every brand contact delivers an impression that can affect a customer’s view of the company. Therefore, the entire marketing mix must be integrated to deliver a consistent message and strategic positioning. This chapter explores marketing communication, with a closer look at advertising, sales promotion, public relations, direct marketing.
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