A disscussion of difference of traditional and new media channels of marketing. Knowing where your target market “hangs out” is important to ensuring your message is delivered to them using the appropriate marketing strategies and their preferred communications vehicle. And note that it is important to understand the various communication channels available.
Communication strategies in marketing channels: a theoretical perspective. - Find Journal of Marketing articles
Crystal Ma's insight:
A describtion of communiction strategies in marketing channels. Writer state some issues about channel problems and though the marketing literature acknowledges that communication plays a vital role in channel functioning. This theories not only guide the selection of the facets of communication for the model, but also ground the development of the underlying theory for the model.
International Organization for Standardization, The Internet, Intrapreneurship, Inventory Management, Inventory Types, Japanese Management, Job Analysis, Joint Ventures and Strategic Alliances, Knowledge Management, Knowledge Workers, etc…...
Crystal Ma's insight:
A good article that give some definitions of marking communication and explain that successful marketing communication relies on sound management decisions regarding the coordination of the various elements of the promotional mix. Article have noted the difficulty of effectively implementing IMC. Defining exactly what IMC is has been difficult.
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