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Strategic Marketing Communication - Coursework Example

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The paper “Strategic Marketing Communication” will focus on contemporary conditions, which demands organizations to pay special attention to their marketing strategy. Marketing assists companies to make the consumers aware of the products and services offered by the company…
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Strategic Marketing Communication
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Download file to see previous pages To communicate with the buyers, different practices used by companies for marketing communication are advertising, branding, direct marketing, publicity, promotion, public relation, sponsorship, and online marketing. These above-mentioned practices are called “marketing communication managers” and they directly affect the business performance of a company (Mumel, et al., 2007). Traditionally, marketing communication was solely related to print marketing activity but with time it got directly involved with strategy formation for branding and marketing. Companies started relying on marketing communication for creating demand and for positioning the product (goods as well as services) in the target market. In the present world, marketing strategy is undergoing a transition phase where the focus has shifted from customer service to customer relation. Marketing communication comes to rescue during this transition phase. To implement effective marketing communication all the communication managers needs to function in an integrated manner. Various insights have been provided on the concept of Integrated Marketing Communication (IMC). One such definition states “Integrated marketing communication (IMC) is a strategic approach to corporate communication that entails the coordination of all company communications to present a harmonious and consistent message to consumers and public” (Smith, 2007, p.3). The forces of globalization have made the companies very dependent on their strategic communication plan to achieve the corporate goal. Hence it would not be wrong to say that integrated communication assists a company to gain synergy in its communication process and to develop a better and healthy relationship with its customers. ...Download file to see next pages Read More
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