Jul 282014
 
Understanding the four stages of integrated marketing communications

  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 Read full article…

Jul 172014
 

  The difference between the marketing concept and the promotional era In 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 Read full article…