Marketing Practices And Communication Management - 992 Words

Recently new changes in the market have led to variations and changes in marketing practices and communication management in organizations. There is no longer possibility to use one single marketing communication tool to achieve marketing communication purposes. (Kitchen et al. 2004). As a result, integrated marketing communication (IMC) approach appeared as a more efficient and sophisticated communication discipline that can rapidly respond to the increasingly market changes and conditions. (Kim et al. 2004). The new aspect of IMC is that technological developments have made it possible to put this idea into operational practice.(Kliatchko, 2005). In fact, the emergence and advancement in information and communication technology (ICT) are considered as one of the most significant background factors of IMC. (Kitchen et al, 2004. Gurau, 2008. Kliatchko, 2009). According to advanced technology solutions, IMC programs are able to capture precise data on customers. This means that databa se management is of crucial importance for the IMC approach. (Kliatchko, 2005). It is pointed out that consumers perception of the integrated marketing communication need to be considered in order to measure efficiently the return on investment of IMC campaign. Actually, the great change in the communication process refers to the fact the consumers are recently taking control of it, as they decide whether and when to receive the message.(Gurau, 2008. Kliatchko, 2009. Keller, 2009. Kitchen andShow MoreRelatedCase Study of Prostitution1406 Words   |  6 Pagesresponsible, professional experience related to area of assignment at a management level. Depending on area of assignment, Certified Public Accountant Certification or Certified Purchasing Manager Certification may be strongly preferred or required. 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