Previous Chapter Integrated Marketing Communication

In: Key Concepts in Marketing

Chapter : Integrated Marketing Communication

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Integrated Marketing Communication
Integrated marketing communication

The concept of marketing communication covers a very wide range of functions. Apart from the traditional four functions outlined in the promotional mix (advertising, public relations, sales promotion and personal selling), marketing communications now covers the Internet, ambient media, messages on T-shirts, SMS promotions, word of mouth, word of mouse, e-mail and many more routes.

The problem for marketers is to ensure message consistency across so many differing media. Integration of marketing communications has become a ‘hot topic’ among marketing academics and practitioners alike, and this is being extended ...

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