Principles of Marketing by Pearson

14

Engaging Consumers and Communicating Customer Value Integrated Marketing Communications Strategy

OBJECTIVES OUTLINE

• OBJECTIVE 14-1 Define the four promotion mix tools for communicating customer value.
• OBJECTIVE 14-2 Discuss the changing communications landscape and the need for integrated marketing communications.
• OBJECTIVE 14-3 Outline the communication process and the steps in developing effective marketing communications.
• OBJECTIVE 14-4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix.

CHAPTER PREVIEW

In this and the next two chapters, we’ll examine the last of the marketing mix tools—promotion. Beyond just creating customer value, marketers must clearly and persuasively communicate ...