imc lecture 5
DESCRIPTION
...the 3P's of promotional strategy and internal marketing.TRANSCRIPT
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context analysis promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
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• Pull… to influence consumers
• Push… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
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Wholesaler or distributor
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Wholesaler or distributor
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Local communities
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Strategic balance…
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Internal marketing communications…
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It is simply internal communications to an important or central audience
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What business (market) they are in…
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When identity is important
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Employees need to deliver both functional and emotional dimensions
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Impact on employees...
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