Jun 122015
 

The three components of the marketing environment The most appropriate marketing strategy for an organization will depend upon the marketing environment in which it operates. There are three broad categories of the marketing environment, which are: The internal environment, The micro environment, and The macro environment The internal environment The Read full article…

Sep 032014
 

  Let’s evaluate the key differences between the evolving IMC definitions to understand how the perception and role of integrated marketing communications has progressed. Broader than just consumers The audience is much broader than just consumers. While communicating to consumers obviously remains very important and probably the focus of communication Read full article…

Sep 032014
 

  The changing media environment The process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices and the interaction between consumers and the resultant effect on consumer shopping behavior. In the “old days”, a firm’s promotional mix was almost exclusively made Read full article…

Aug 062014
 

  What are the extra communication challenges faced in today’s media environment? As a quick list, today’s media and communication environment as the following impact on marketers, each of which will be discussed below. Less control of message Need more variety of communication tools Need to be more entertaining Use Read full article…

Jul 152014
 

  Why are firms becoming more socially responsible? In recent years, there has been a trend, particularly among large organizations, to adopt a more socially responsible approach to their business activities. In various marketing textbooks, this concept is usually explored when discussing marketing ethics and the role of a company Read full article…