Integrated Marketing Connnunication: A Catalyst for the Growth of E-Business Management
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The need for an organization to properly coordinate its marketing commnnication strategies in order
to deliver clear, consistent and competitive messages about itself and its products has become highly
imperative today for every result driven organization. Integrated marketing commmrication can be defined as
the strategic coordination of marketing commmrication mix elements and the channels of commmrication in
order to afford an organization a clear, consistent, impactful and result driven commnnications about its brand
and corporate image in the eyes of its esteemed customers and other stakeholders. The objectives of this study
amongst others are to: appreciate the meaning of Integrated Marketing Commnnications (IMC) and its vital
tools which an efficient marketer can use in order to strategically position its products very well in the ever
dynamic and competitive market make a comprehensive analysis of the steps involved in developing an
effective IMC programme. In this case, the immense benefits which E-business managers stand to gain through
the use of IMC as well as examine the needs for finns to maintain the right database which could serve as
catalyst to effective E-business management. The study uses a qualitative method draws up useful policy
implications and what firms stand to gain through their adoption of IMC in their E-business management
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H Social Sciences (General)