BUS 343 Lecture Notes - Integrated Marketing Communications, Brand Equity

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Robert Krider

Document Summary

Unifying all marketing communication tools, corporate and brand messages in a consistent way to and with stakeholder audiences. Creates a single unified voice: presents a unified selling proposition in the marketplace by eliminating duplication and conflicting communication. Imc firms measures their success by share of customers, not share of the market, and by the lifetime value of the customer. It is easier and less expensive to retain a customer than to attract a new one. involves two-way communication focuses on stakeholders as well. The creation of an ongoing relationship with a set of customers in a good or service and whose responses to promotional efforts have become part of future communication attempts. If you know the information of someone, you can make each marketing personal. Builds relationships: the best predictor of who will but a product is to know who bought it in the past.