The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Integrated Marketing Communication

Integrated Marketing Communication

Integrated marketing communication

Integrated marketing communication is the concept of ensuring that all messages sent by an organisation carry complementary content in order to ensure that stakeholders develop substantially similar views of the organisation and its products.

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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