Holm, O. (2006) “Integrated marketing communication: from tactics to strategy”, Corporate Communications, 11(1), 23–34. Article Google Scholar Hsu, T., Tsai, T., and Chiang, P. (2009) “Selection of the optimum promotion mix by integrating a fuzzy linguistic decision model with genet...
○the age of information→Database market. Eliciting a resposne.○mass production and mass media→mass marketing. Interchangeable parts, similar goods.○innovation begins with abandonment. It's not what you start, it's what you stop that counts. It's hard to stop doing what made so many pe...
If you want to improve your brand’s integrated marketing communication, this is the blog post for you. I’ll explain exactly what integrated marketing communications is, why it’s important, and how you can create your own IMC campaign. I’ll even throw in some examples of IMC campaigns f...
The practice of aligning all marketing tactics to the same core messaging for a consistent customer experience with your brand.
Sales promotions should be integrated into your overall IMC strategy, not just used as standalone tactics. For example, you can use social media to create buzz around your promotion, email marketing to deliver coupons, and your website to highlight the offer. Personal Selling: The Human Touch...
It directs the communication tactics to meet the marketing objectives. While performing this process builds and reinforces mutually profitable relationships with stakeholders. Also, it produces synergy by coordinating all elements in the promotional mix into a program. This will increase sales and cost...
Integrated marketing communication : from tactics to strategydoi:10.1108/13563280610643525Olof HolmEmerald Group Publishing LimitedCorporate Communications An International JournalHolm, O. (2006), "Integrated marketing communication: from tactics to strategy", Corporate Communications, Vol. 11 No. 1, pp. ...
Direct marketing has become an important part of many marketing communication programs for three reasons. First, the number of two-income households has increased dramatically. About six in every ten women in the United States work outside the home. This has reduced the amount of time families ...
Guerrilla marketing: This newer category of marketing communication involves unconventional, innovative, and usually low-cost marketing tactics to engage consumers in the marketing activity, generate attention and achieve maximum exposure for an organization, its products, and/or services. Generally gu...
Integration of communication tools for “one sight ,one sound” Four-stage integration Integration of communication tactics Redefine the scope of communication Use of information technology Integration of finance and strategy MC & IMC Objective sales VS long-term relationsh...