MKT 723 Chapter Notes - Chapter 16: Integrated Marketing Communications, Internal Communications, The Need
13 May 2013
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Major cause of poorly perceived service is the gap between promises and delivery. Expectations are controlled by the uncontrollable (word-of-mouth, experiences, needs) and company-controlled factors (advertising, selling, promises made by employees). The marketing services triangle emphasizes that customers of services are targeted by two types of communications: external marketing communications traditional channels such as advertising, sales promotion, and. Interactive marketing communications messages delivered to customers through channels of personal. Companies must ensure that these messages are consistent amongst themselves, and to do that, the third side of the triangle, internal marketing communications, should be managed so information between company and. Integrated marketing communications ties together all images and messages. The look and feel of the marketing strategy is played out amongst all customer touchpoints, be it email, in store, or online. Discrepancies between delivery and external communications in form of exaggerated promises/absence of information can affect perception of service quality.
