[MCS 3620] - Final Exam Guide - Everything you need to know! (26 pages long)

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Intentional coordination of every communication from a firm to a target consumer to convey a consistent, unified, complete and impactful message. The promotion mix is compromised of those elements, which mix includes advertising, personal selling, publicity, public relations, sponsorship and direct marketing contribute to the firm"s overall communications program. Tom duncan (cid:498)a cross-functional process for creating and purposeful dialogue with them(cid:499) nourishing profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, Diverting resources toward a variety of media, producing synergistic effects. Great use of databases; new expectations from marketing communication suppliers to assist in database development. An ongoing process driven by measureable objectives. Market strategy specifies a target market and a related marketing mix. Target market a fairly homogeneous (similar) group of customers to whom the company wishes to appeal.

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