A study by the U.S. ... The strategic roles of marketing provide clarity, consistency, and maximum relay to the overall communications impact including: à general advertising à direct response à sales promotion à public relations Dalrymple, Cron, & DeCarlo describe an Integrated Marketing Communications plan as "directing the activities and focus of a company's entire marketing strategy, acting as a guide for all levels of marketing and detailing everything from market research to promotional planning and execution,"" (2001). ...

• Word Count: 2852
• Approx Pages: 11
• Grade Level: High School