Thesis On Integrated Marketing Communication

Thesis On Integrated Marketing Communication-46
Globalization has led to a variety of problems such as competition for resources where more customers have immense power in decision making.

Globalization has led to a variety of problems such as competition for resources where more customers have immense power in decision making.

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This process improves an image of a co-corporate to its customers and stakeholders.

Integrated Marketing Communication is used in a firm after proper analysis of customer needs and after a review of the market situation Schultz and Kitchen (2000).

Customers in the market, research items before they purchase them.

This product assessment enables the customer to make a purchase choice.

There are models outlined which help increase customer value based on customer, cost, convenience and communication.

This models focus on what the customer needs rather than what an organisation can make.Most customers end up choosing well-known brands which reduce any purchase risks Smith (1999).Using such models of communication is most preferred rather than using persuasion Kotler (2006).This involves understanding customer cost and the most convenient place to buy.Customer satisfaction can be defined as an inconsistency between a customer’s awareness and perceptions.Value added services need to positively evolve to provide consistency and clarity Kotler (2006).In marketing roles, service sectors have systems where communication represents the central element of marketing activities which is a key element in all company functions Ouwersloot and Duncan (2008).The goal of Integrated Marketing Communication is to build brands which are preferred by customers and well known to increase chances of purchase which increase brand equity.Integrated Marketing Communication has benefits which provides brand differentiation and improves accountability in a firm which makes customers gain trust with the organisation.For a business to be successful marketing performance is key Belch (2009).Having access to search, experience and credence is a sign of customer loyalty which leads to higher levels of information behavior.

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