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The most basic goal of integrated marketing communications also known as IMC is promotion. It simply unites all arenas of marketing communications. Promotion is one of the most significant part of marketing Ps which are Price, Product, Place, and Promotion. But how is promoting the most basic goal of integrated marketing communications? To understand it better, let us first have a brief knowledge of what integrated marketing communications mean.  … Read More »The Basic Goal of Integrated Marketing Communications is to?

Consumers are a crucial part of the economy. They are the driving force behind products, marketing, and sales but, often misunderstood. Having an in-depth understanding of a consumer, companies can shift their energy toward creating campaigns that drive up interest and products that increase sales.   Customer Vs. Consumer We often use the words customer and consumer interchangeably. However, they are different in a sense. The customer is the person… Read More »Which Best Describes the Role of a Consumer

When referring to exchange, marketers are focusing on the trading of things of value. But what does this mean? Before answering the question, let us first discuss what do we refer to as marketing exchange? Marketing exchange refers to the trading of goods and services between two or more. Every such exchange between two parties should produce ‘utility’. This is according to marketing theory. The utility here means that the… Read More »When Referring to Exchange, Marketers Are Focusing On?