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Integrated marketing communications (IMC) is the use of marketing strategies to optimize the communication of a consistent message of the company's brands to stakeholders. [59] Coupling methods together improves communication as it harnesses the benefits of each channel, which when combined, builds a clearer and vaster impact than if used ...
Often referred to as the "father of integrated marketing", [8] Schultz was the author or co-author of 28 books and 150 trade/academic articles on marketing. [9] His books include: Integrated Marketing Communications (1993); Communicating Globally (2000) and IMC: The Next Generation (2003).
Strategic Communication is a process that supports and strengthens efforts to achieve objectives. [6] It guides and informs decisions rather than the organization. Considerations of Strategic Communication should be integrated from the early planning stages and be followed by communication activities. [7]
Recent research by the Forbes CMO Practice [4] and the Marketing Accountability Standards Board [5] shows CMO are under growing pressure to show returns on rising investments in marketing assets, new media, data, analytics and technology needed to compete for digitally enabled customers. The complexity of marketing accountability has growth as ...
SOSTAC contains a general marketing strategy which can be applied in various commercial situations. [ 7 ] [ 8 ] It includes an in-depth SWOT analysis , which helps businesses get ready for marketing campaigns; the main difference is that SOSTAC also focuses on the implementation stages of the process, [ 9 ] on marketing communications [ 10 ...
Marketing strategy refers to efforts undertaken by an organization to increase its sales and achieve competitive advantage. [1] In other words, it is the method of advertising a company's products to the public through an established plan through the meticulous planning and organization of ideas, data, and information.
Media strategy, specifically, is commonly applied in the public relations, marketing and advertising industries. By leveraging different forms of medium, media strategy could efficiently play a role in establishing customer relationships, building a brand image, and improving flattened sales revenue.
Through the enhancement of technology and common use of internet and mobile phones, marketing communication has become more affordable and guerrilla marketing is on the rise, allowing the spread of newsworthy guerrilla campaigns. [30] When establishing a guerrilla marketing strategy, there are seven elements to a clear and logical approach. [31]