Buy custom The growth and adoption of IMC
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| Topic: |
Business
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| Number of pages / Number of words: |
9 / 2499 |
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The marketing environment changed as retailers were pressed by their customers to change the four P’s of marketing into the four C’s (Schultz, Tannenbaum & Lauterborn; 1994:12). Product was replaced by consumer which meant that one needed to think of the customer’s needs and wants, place was replaced by convenience of the consumer, price was replaced by cost to satisfy customer’s needs and promotion was replaced by communication with the consumer...
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Changes in our society, changes in the economy and changes in the technology that is available. While marketing practices were mainly carried out as separate entities with advertising taking majority of the spending, higher costs in such medium meant that marketers and business owners alike began searching for a different approach to promote their products or services...
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