MKTG 471 Lecture Notes - Lecture 42: Marketing Strategy, Mass Media, Relationship Marketing

35 views3 pages

19 May 2018

School

Department

Course

Professor

For unlimited access to Class Notes, a Class+ subscription is required.

Marketing 471 Lecture 42-

IMC tools

Marketing objectives (communication)

Brand recognition

Positive attitudes

Buy intentions

Marketing strategy

select market

Position product

Determine market mix

Bottom up marketing

Marketing results

Marketing strategy

Marketing tactics

(Upside down)

IMC approach to Mktg and planning

Mixes Mktg and communications

Use technology to learn about customer

find more resources at oneclass.com

Unlock document

This preview shows page 1 of the document.
Unlock all 3 pages and 3 million more documents.

Already have an account? Log in

Get access