promotion Archives - THE Marketing Study Guide

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

Video example of the promotional era

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 … Read more...