The Marketing Book 5th Edition

402 The Marketing Book single parent families. In all these situations, their needs and expectations will be sub- stantially dif ...

The integration of marketing communications 403 The growth of global marketing The changes brought about, substantially, by mass ...

404 The Marketing Book audience for their propositions, and can more readily segment markets into groups of users, rather than c ...

The integration of marketing communications 405 a more precise means of targeting consumers. The move away from traditional mass ...

406 The Marketing Book Forget Price. Understand the consumer’sCost to satisfy that want or need. Forget Place. Think Convenience ...

The integration of marketing communications 407 major retail chains is further evidence of the desire to establish direct contac ...

408 The Marketing Book 3 Unbiased marketing recommendations. 4 Better use of media. 5 Greater marketing precision. 6 Operational ...

The integration of marketing communications 409 The process of achieving integration The task of developing and implementing mar ...

410 The Marketing Book the person or department must consider not only the obvious items such as advertising, point of sale and ...

The integration of marketing communications 411 different messages are communicated to con- sumers about the same brand. In the ...

412 The Marketing Book responsible for the executions of all or most of the communications functions.  The client determines ov ...

The integration of marketing communications 413 alike, the fact that no clear proposal, method or acceptable disposition of meas ...

414 The Marketing Book appealing for many. The attraction of using several different agencies is the possibility of selecting th ...

The integration of marketing communications 415 2 It adds depth and amplification to a particular message or set of brand values ...

416 The Marketing Book However, as indicated by the work of Grein and Gould (1996), the level of inter-office communications mad ...

The integration of marketing communications 417 References Alanko, J. (2000) The Case for Integration in B2B Marketing, Admap, S ...

418 The Marketing Book Schultz, D. E., Tannebaum, S. I. and Lauterborn, R. F. (1995) The Marketing Paradigm–Inte- grated Marketi ...

CHAPTER 17 Promotion KEITH CROSIER Introduction The idea that you can merchandise candidates for high office, like breakfast cer ...

Marketing mix P1 : Product P2 : Place P3 : Price P4 : Promotion Promotional mix P4.1 : Advertising P4.2 : Publicity P4.3 : Direc ...

Promotion 421 television, radio and cinema, and to extend the concept ‘media owner’ to embrace any organiza- tion with selling r ...