Solved: Week 1 – Discussion 2Marketing Management
Where do the IMC communications tactics fit within the marketing management flow chart and why?
Integrated marketing communication (IMC) involves coordinating and integrating all marketing communication tools into a seamless program to help the company achieve its objectives. Integrated marketing communications (IMC) as a marketing strategy, takes a company’s marketing department from disparate functions to one interconnected approach. It takes different marketing tools and channels — from digital, to social media, to PR, to direct mail — and merges them with one dependable message. Therefore, IMC fits well in Marketing Tactics (Marketing Mix). Elements of the marketing mix that are under control of the marketing manager. Includes product, price, channels of distribution, and integrated marketing communication (IMC).
Why is it necessary to create integration and consistency with current and potential customers?
Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.
References
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. Wiley international encyclopedia of marketing.
Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour: Effects on consumer decision-making process. International Journal of Marketing Studies, 4(2), 121.
Kuang-Jung, C., Mei-Liang, C., Chu-Mei, L., & Chien-Jung, H. (2015). Integrated marketing communication, collaborative marketing, and global brand building in Taiwan. International Journal of Organizational Innovation, 7(4).
Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more [Electronic version]. https://content.ashford.edu/
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