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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).
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 ...
Modern understanding of internal communications is a field of its own and draws on the theory and practice of related professions, not least journalism, knowledge management, public relations (e.g., media relations), marketing and human resources, as well as wider organizational studies, communication theory, social psychology, sociology and ...
As communication theory studies the technical process of information and the process of human communication, postmodern communications are the newly created tools and marketplaces that allow these communications to happen. [3] Most thinking around the postmodern communication and marketing model is driven from an early 1990s scholastic journal ...
Steve Jobs's marketing skills have been credited for reviving Apple Inc. and turning it into one of the most valuable brands. [1] [2] Marketing is the act of satisfying and retaining customers. [3] It is one of the primary components of business management and commerce. [4] Marketing is typically conducted by the seller, typically a retailer or ...
To support management communication, organizations rely heavily on specialists in marketing communication and organizational communication. [2] Marketing communication gets the bulk of the budgets in most organizations, and consists of product advertising, direct mail, personal selling, and sponsorship activities.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route.
The Excellence theory is a general theory of public relations that “specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined”. [1]