Consumer Marketing occurs when organizations sell to individuals or households that buy, consume, and dispose of products.
Business-to-Business Marketing occurs when a business purchases goods or services to produce other goods, to support daily operations, or to resell at a profit.
Nonprofit Marketing occurs when an organization does not try to make a profit but instead attempts to influence others to support its cause by using its service or by making a contribution.
Internal Marketing occurs when managers of one functional unit market their capabilities to other units within their own organization. (Marketing, Connecting with Customers, Harrrell, 8e, 2008)
Integrated Marketing is when all departments of a firm work together to serve the needs of the customer.
Integrated Marketing Communications (IMC)
As defined by the American Association of Advertising Agencies, Integrated Marketing Communications is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. Such a plan evaluates the strategic roles of a variety of communications disciples--for example, general advertising, direct response, sales promotion and public relations--and combines these disciplines to provide clarity, consistency and maximum impact through the seamless integration of messages. IMC is the process of using promotional tools in a unified way so that a synergistic communications effect is created. (Marketing Management 13e, Kotler and Keller, 2009)
Integrated Marketing Communications (IMC) is defined as a concept of marketing communications planning that recognizes the added value of a comprehensive marketing planning that evaluates the strategic roles of a variety of communications disciplines---for example, advertising, direct response, sales promotion, and public relations---and combines these disciplines to provide clarity, consistency, and maximum communications impact. (Belch and Belch)
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