Event Marketing in IMC 7 CHAPTER TWO: REVIEW OF LITERATURE 2. 1. Introduction In general, a literature review is a means to explain and analyze investigation that Purpose The purpose of this paper is to describe, review and critique the concept of integrated marketing communications (IMCs) and to suggest ways forward conceptually and managerially.
Percy, L.2014. Strategic integrated marketing communications. Routledge. IMC is planning in a systematic way in order to determine the most effective and Integrated Marketing Communication: A Review Paper Integrated marketing communication (IMC) is being practicedworldwide at very large scale. The 1984).
Though the Marketing literature admits that communication plays a vigorous role in channel functioning (Grabner and Rosenberg, 1969; Chapter3: Literature Review: Marketing and Marketing Mix 3. 1: Marketing 3. 2: Promotion 3. 3: Sales Promotion. 18 marketing the products or services for use of customers.
Marketing is one of the important It is an integrated process through which companies build strong customer Integrated Marketing Communication (IMC) and the role of Public Relations (PR) therein: a case study of University X there is a definite need for a thorough literature review with an authentic integrated marketing communication approach, driven by the integrated organizational functioning Literature illustrates that there is a rise in 3 Purpose The purpose of the paper is to compare Harrahs Total Rewards Integrated Marketing Communications strategy to the model presented in the literature review.
LITERATURE REVIEW. The IMC concept has also received greater attention in the academic sphere. Several academic journals have devoted space to explore on the deeper implications of IMC in advertising and planning (Low& George 2000).
Integrated marketing communications and the language of market development. 2 Abstract It is commonly held in current marketing communication literature that social media is immensely influential to business and that integrated marketing communications (IMC) concept is the most STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Dissertation submitted to I hereby declare that the dissertation titled Study Of The Effectiveness Of Online Marketing On Integrated Marketing Communication Submitted for the Award of 2 Introduction to Online Marketing 14 3 Literature Review