process of developing and implementing various forms of persuasive communication programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behaviour of the selected audience. IMC considers all sources of brand or company contacts which a customer or prospect has with the product or service as potential delivery channels for future messages. Further‚ IMC makes use of all forms of communication which are relevant to the customer or prospect‚ and to which they
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A study on Meg Whitman and Hewlett-Packard George Davies Dr. Laura Poluka Business 520 Organizational Behavior 9/01/13 1 A Study on Meg Whitman and Hewett-Packard Introduction Meg Whitman was born Margaret Cushing Whitman on August 4‚ 1956‚ in Cold Spring Harbor‚ Long Island‚ New York. The youngest of the Hendricks and Margaret Cushing’s three children‚ Meg grew up in Cold Harbor Spring‚ New York. Her father worked for Wall Street while her mother was a stay-at-home mom. Confident and
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Introduction Discussion of the concept Integrated Marketing Communications (IMC) is highly debatable with many varied views. This paper aims to discuss then main definitions‚ issues‚ dimensions benefits and barriers surrounding the concept/process. Definition of IMC The definition of integrated marketing communications continues to evolve and there is no shared agreement or meaning. Duncan and Everett (1993) claimed that it is hard to reach a definition of IMC because it is a process and concept
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Hewlett-Packard HP is an American multinational information technology corporation headquartered in Palo Alto‚ California‚ USA that provides products‚ technologies‚ softwares‚ solutions and services to consumers‚ small- and medium-sized businesses (SMBs) and large enterprises‚ including customers in the government‚ health and education sectors. It specializes in developing and manufacturing computing‚ data storage‚ and networking hardware‚ designing software and delivering services. Major product
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Integrated marketing communication Integrated marketing communication (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising‚ sales promotion‚ public relations‚ direct marketing‚ online communications and social media work together as a unified force rather
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William Hewlett and David Packard founded Hewlett-Packard in 1945. In the early stages‚ HP has been technologically more advanced than its competitors or the market leader. HP’s earliest product was audio oscillator and technology has been HP’s major focus‚ which can be seen from its various products. Shortly‚ the company began to manufacture a broad range of products for electronic industry as well as agriculture sector. The flexible HP 3000 computers made strong sales but none of the several models
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1.0 Introduction "Integrated Marketing Communication (IMC) is a concept of marketing communications planning that recognizes the added value of a comprehensive plan. It evaluates the strategic roles of a variety of communications disciplines for example‚ general advertising‚ direct response‚ sales promotion and PR and combines these disciplines to provide clarity‚ consistency and maximum communications impact." -American Association of Advertising Agencies The importance of implementing
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Communicating Customer Value: Integrated Marketing Communications Strategy Principles of Marketing 14 2. Learning Objectives After studying this chapter‚ you should be able to: Discuss the process and advantages of integrated marketing communications in communicating customer value Define the five promotion tools and discuss the factors that must be considered in shaping the overall promotion mix Outline the steps in developing effective marketing communications Explain the methods for setting
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fragmentation and the increasing communication options in recent years have contributed to the clutter the world is experiencing today. This has lead marketers to integrate their marketing communication tools in order to break through the barrier of noise and reach the target market‚ “marketing overload is forcing corporations to shout even louder” (keller 2001). In 1993 Shultz‚ Tannenbaum and Lauterborn introduced a new concept called Integrated Marketing Communication (IMC). This concept has generated
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Arts Science & Commerce ISSN 2229-4686 134 ROLE OF INTEGRATED MARKETING COMMUNICATION IN MODERN INDIAN BUSINESS Dr. Surendra Sisodia Editor- Share Journal of Multidisciplinary Research and Studies‚ Jaipur (India) drsurendrasisodia@gmail.com Mr. Narendra Telrandhe‚ Assistant Professor‚ MGV’s Institute of Management & Research‚ Nashik (India) ABSTRACT The present paper torches upon the emergence of integrated marketing communications (IMC) that has significantly influenced thinking and acting
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