Role of IMC in the Marketing Process

All elements of marketing mix must be consistent with the strategic plan that will produce an integrated marketing communications program. This chapter discusses how to influence the marketing strategies of promotion activities and how the promotion decision should be coordinated with other marketing mix elements. This chapter also discusses the role of advertising and other promotional elements in an integrated marketing program, a decision to be taken on each element of the marketing mix and find out how decisions that affect and interact with a promotional strategy, the concept of target marketing in integrated marketing communications program; the role of market segmentation and its application on integrated marketing communications programs as well; the use of positioning strategies.