General Marketing Concepts and Specific Examples.
What are the factors that affect the shifts in the weights of the various IMC tools?
The continuously shifts on the emphasis placed on the various IMC tools are an attempt to increase efficiency and maximize the impact of the IMC campaign. There are a few factors that affect these shifts:
Changes in technology. Technology is one [...]
What is IMC?
There are many aspects of marketing such as advertising, sales promotion, public relations, and direct marketing. Integrated Marketing Communication (IMC) states that you can achieve a greater impact by coordinating all those marketing aspects than permitting each to work by itself. In other words, “the whole is greater than the sum of its [...]
Today’s Marketing Role in the Organization
A lot of forces are shaping today’s marketing role in organizations. Some parts of the marketing mix, which was traditionally the responsibility of the marketing department, are now the responsibility of other departments (i.e. the Sales department decides on distribution channels choice, pricing, sales promotion tools; the Production department gets [...]
Technology and Marketing
Technology is one of the main catalysts for today’s changes in how marketing is done. Easier access to more and more information and the possibility of people to network with each other has put the customer “in control”. Until a few years ago, with “traditional” media, marketing was mostly a one way communication [...]
What’s Marketing Doing Here?
Is everybody familiar with what MPAA stands for and the “war” they’re fighting against file sharing websites and users because they share movies? If not, then long story short; MPAA is the Motion Picture Association of America - representing the big studios from Hollywood and they are against online file sharing websites, [...]