integrated marketing communication Philip J. Kitchen and Inga Burgmann INTRODUCTION Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et al., 2004a; Phelps and Johnson,
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industry and analyses the various forces affecting the discovery, development, production, distribution and marketing of prescription drugs. The authors further analyses the critical issues of corporate social responsibility in the industry and the strategies being followed by major pharmaceutical companies and the challenges and opportunities for the future. This case bases its research to find evidence to support or disprove findings of a report published in the Gardiner by analysts at the investment
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...................................................................................................... 5 Market Research ............................................................................................................................... 5 Product Development
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acknowledged for their support and inspiration. First of all, I would like to extend my sincere gratitude to my supervisor, Professor Per Kåre Jakobsen for guiding me through this process. I would also like to thank my methodology supervisor, Professor Kjell Hines, whose open- minded approach to the Master process enabled me to develop in my own words. His comments and suggestions for improvements to my dissertation are highly valued and gratefully acknowledged. Secondly, I am very grateful
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Case Studies, CS-21-2550 E. Thompson, A. Bona Research Note 14 January 2004 Audi's Three Steps to a Winning CRM Strategy This case study shows how Audi takes reactive, proactive and selective approaches to customer relationship management. It believes its three-step strategy will create lasting ties with customers. Core Topic Customer Relationship Management: Creating Business Value for CRM Key Issue What is a CRM strategy, and how does it relate to and integrate with other enterprise
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LITERATURE REVIEW WHAT IS A BRAND? Branding is a discipline that has emerged from the consumer goods domain particularly fast moving consumer goods. Historically, brand has been inextricably linked to the product and branding is seen as the process of adding value to the product. A brand is a cluster of functional and emotional benefits that extend a unique and welcomed promise. This conceptualisation of a brand is universal and applies to various domains including FMCG, internet services and B2B
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UNIVERSITY OF HELSINKI DEPARTMENT OF FOREST ECONOMICS Environmental Marketing Strategy and its Implementation in Forest Industries Jari Kärnä Academic Dissertation To be presented, with the permission of the Faculty of Agriculture and Forestry of the University of Helsinki for public defence in Auditorium XII of the University main building Aleksanterinkatu 5, on Friday 11th April 2003 at 12 o'clock. Environmental Marketing Strategy and its Implementation in Forest Industries Academic Dissertation
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environment. They will reuire solutions spread over a period longer than, say, a year, and may demand major allocations of capital, technology, finance and managerial effort. (business example: obsolete products, out-pf-date production process technology, lack of adequate plant capacity) 2.4 2.5 3. Analysis: Case facts which are crucial to the problems as defined are called “evidence”. They should not be mere repetition of case
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environment. They will reuire solutions spread over a period longer than, say, a year, and may demand major allocations of capital, technology, finance and managerial effort. (business example: obsolete products, out-pf-date production process technology, lack of adequate plant capacity) 2.4 2.5 3. Analysis: Case facts which are crucial to the problems as defined are called “evidence”. They should not be mere repetition of case facts, but should rather
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Marketing communication plan Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions
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