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For practitioners, Integrated Marketing Communication (IMC) has become widely accepted, has pervaded various levels within the firm, and has become an integral part of brand strategy that requires extensive brand development activities within the firm before beginning any external brand communications efforts. Regarding academics, Vargo and Lusch (2004) argued in a recent paper that marketing is evolving toward a dynamic and evolutionary process - one that is based on a service-centered view. In keeping with this evolution, Vargo and Lusch (2004) suggest that IMC should replace diverse, limited-focus promotional tools, and brand management should be used for initiating and maintaining a continuing dialogue with the customers and for enhancing relationships.
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