Successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. ... As a communication expert, you can help big multinationals to build and reinforce mutually profitable relationships with their customers and other important stakeholders and generate synergy by coordinating all the elements in the promotional mix into a communication program that possesses clarity, consistency and maximum impact. ...

• Word Count: 2453
• Approx Pages: 10
• Has Bibliography
• Grade Level: Graduate

Some early attempts in the beginning of the 1980s initiated academic interest and articles appeared in the academic literature (Dyer, 1982; Coulson-Thomas, 1983). ... Smith et al. (1999) have defined IMC as "the strategic analysis, choice, implementation and control of all elements of marketing communications which efficiently (best use of resources), economically (minimum costs) and effectively (maximum results) influence transactions between an organization and its existing and potential customers and clients." ... In the absence of well-developed departments for individual elements of ...

• Word Count: 1553
• Approx Pages: 6
• Grade Level: Graduate