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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 898 |
Essay's paper body
Marketing budget ? based on marketing objectives
4. Marketing strategies - include the ingredients of the marketing mix plus all positioning, differentiation, and branding strategies the firm wants to use
5. Marketing tactics - guide the day-by-day steps necessary to support marketing strategies
6...
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Evaluation of performance (Clow, 2004).
The importance of an IMC plan comes from the changing business environment. Changes in technology, competition and the channels of power have brought new challenges for business to overcome. The technologies available today that collect purchasing data make it so that "marketers can quickly determine who is buying a company's products and identify the best communication channels to reach those customers" (Clow, 2004)...
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General points of the essay
Marketing Objectives and Strategies
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