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New post at 12 Oct 2011 16:11:36
October 12, 2011 13:11
Integrated Marketing communications An integrated marketing communications approach is an approach which integrates various communication methods into one with the aim of using all of them in marketing a product or business organization (Katrandjiev, 2000). It is an element of marketing mix which integrates different marketing communication methods into one. The reason behind an Integrated Marketing Communications approach is to compensate for the disadvantages of one form of marketing communication with the advantages of another. There are various elements of Integrated Marketing Communication which includes a blend of the following advertising, personal selling, public relations and sales promotion ( Kotler,n.d.). Kotler further goes on to say that each type of promotion stated ab...
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