Understanding the four stages of integrated marketing communications

Promotion - Advertising, Promotion - Online, Promotion Concepts / By

 One model that is discussed in marketing textbooks to explain the concept of integrated marketing communications is the four stages of integrated marketing communications (IMC) developed by Schultz and Kitchen (2000).The four stages model of integrated marketing communications (IMC)As can be seen in the model, the four stages are:Tactical coordination of marketing communicationsRedefining the scope […]

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Video example of the promotional era

Introductory Concepts, Videos / By

 The difference between the marketing concept and the promotional eraIn a number of marketing textbooks, one of the topics that they address in chapter 1 is the discussion of different marketing philosophies or concepts – which some marketing textbooks also referred to as marketing eras.Typically there are five different concepts usually discussed in these textbooks,

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