Integrated Marketing Communications and Online Marketing
Keywords:
integrated marketing communications, Strategy, planningAbstract
Integrated Marketing Communications is a popular and widely used marketing tool for entrepreneurs and businesses. Effectively planned integrated marketing communications can benefit businesses in terms of sales, brand recall, awareness and brand value. This academic article presents the topic of integrated marketing communication, including definitions, reasons for the growth and importance of integrated marketing communication, important characteristics of integrated marketing communication, integrated marketing communication planning formats, starting from target group definition, environmental analysis, objective setting, strategy and tactics development, budget setting, tool effectiveness evaluation, and brand value.
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