Integrated Marketing - Assignment Example

ASSIGNMENT/PROJECT FRONT SHEET Candi check list Format and Presentation Have you included the module assessment session and your CIM membership number in the header of each page? ☐ Has the page count for each task been adhered to? ☐ Have you spell checked your work and carried out a final proof read? ☐ Have tables/diagrams/images been made context-specific and numbered/labelled accordingly? ☐ Has Harvard Referencing been followed and used as required? ☐ Are all appendices clearly labelled and relevant to the assessment requirement? ☐ Has a bibliography been included (where required)? ☐ Are page numbers correct and tasks clearly identified? ☐ Have you carried out final formatting checks ie page numbering, page breaks, labelling of tasks, numbering/labelling of tables / appendices etc ☐ ASSIGNMENT COVER Insert assignment cover on this page TABLE OF CONTENTS Introduction 7 Task 1 7 Task 2 9 Task 3 15 ORGANISATION SUMMARY 23 REFERENCE LIST 25 BIBLIOGRAPHY 27 Introduction The current business age can be dubbed as the age of immense competition as well as turbulence and therefore for a business to stay in the market the role of marketing is pivotal. An approach that assists a firm to accomplish the marketing goals through various marketing communication in an obvious coordinated manner is known as integrated marketing communication (IMC). This paper aims to shed light on the role of IMC in Ooredoo and also its internal communication. In addition, the company’s customer management process will also be evaluated. ASSESSMENT TASKS Task 1 b) Internal communications plays an important role in Ooredoo so that timely information can be disseminated and decisions can be taken without delay. Identifying the importance of internal communications, Ooredoo has established direct link between organizational superiors and subordinates. The communication tools include 1) different software’s, electronic communications and 2) Print and face to face interactions. The working environment and communication tools are set out in a manner such that information flows are uninterrupted and effective. The objective here is developing a cordial environment which is supportive flow of information. Such flexible and open communication involves facilitates setting up notice boards and television screens (Fill, 2013). Hence the objectives the internal communication systems are: i) To raise awareness regarding products and services ii) To provide greater knowledge to staff and influence them to such communication systems and accordingly pass them on to clients and customers. iii) Building effective cross functional relationships between subordinate and superiors. The main reasons for using a good communication mechanism are to enhance staff productivity, to imrove customer services and high morale and passion is set for the employees to remain dedicated to the organization. c) Ooredoo mainly follows the percentage approach where forecasted expenses are allocated timely under different categories. Ooredoo believes that communications budget must designed in manner such that they facilitate accurate prediction of future expenses (Management Study Guide, 2015). The company prepares their communication budget on the basis of percentages of revenue or sales ABIT. Expenses are carefully allocated to each component of marketing communication such as event sponsorship, campaigns and event management. Budgets are finally set on the basis of the preset objectives, target marketing and the financial objectives. The start of the year the company sets a budget for communication by dividing it into 3 components, 1.Sponserships including CSR, 2.Campaign which is advertisement and media, 3. Event and digital. Expenses are allocated per campaign based on business case that assesses general targets, revenue, brand and customer satisfaction. Effectiveness of the budget is measured on the basis of checking whether all information has been taken into consideration, all the risks are incorporated and ensuring that sufficient cash balance exists after providing for all the expenses. d) Ooredoo relies upon effective leadership skills for implementation of change and its communication. Leaderships provide suitable direction and facilitate coordinating the different activities of the organization effectively when change related measures are implemented. Effective leadership ensures that change related initiatives are clearly communicated to the internal stakeholders (Madhavaram, Badrinarayanan and McDonald, 2005). Very recently when Ooredoo had established performance review meeting on a monthly basis to enhance the communication level between subordinates and superiors, leadership was seen to be an effective tool for encouraging subordinates to participate and develop a positive a positive attitude towards such a newly developed communication process. Task 2 a) Customers in the telecommunication industry seek value for money. They are willing to pay adequate prices when the services are highly efficient. Since messaging packages have become almost obsolete, consumers concentrate upon acquiring suitable internet packages that not only provide high speed data connectivity but are also suitable in terms of prices. Hence prices and services in this area are required to be developed on the basis of the needs prescribed by the consumers. The value drivers for Ooredoo’s customer management process can be described through the following figure. The company believes that their talented employees, organizational values, leadership and their sophisticated technology are the main drivers which create value for consumers (Shimp and Andrews, 2013). Leadership facilitates controlling the activities and costs of operation. Employee talent facilitates developing valuable services. Organizational values ensure that the company remains dedicated towards their stakeholders. Sophisticated technology ensures timely and swift flow of information so that consumer needs are met on time. The customer value proposition is communicated to the internal and external stakeholders through initiatives such as advertising, arranging seminars, launching innovative and value providing services to consumers. Through integrated efforts, Ooredoo tries to communicate to consumers that their dedication towards the brand is highly important and complete measures are taken on behalf of the company to ensure that all needs of the target consumers are met. Effective communication of the value drivers to the target consumers is done through annual reports and other marketing communications strategies such as advertisements and messaging systems. Most commonly the company utilizes seminars, promotional campaigns and various online and other forms of advertising strategies for developing consciousness amongst consumer’s regarding the organizational values. In order to create a rational appeal, Ooredoo through their advertisement initiatives tries to inform consumers regarding their efficient services. The company attracts consumers by targeting the emotional sense of consumers and promises them effective and efficient services. Ooredoo believes that in order to develop brand dedication it becomes essential that the internal organizational values are communicated effectively. As a result communication with consumers becomes indispensable. Through effective communication with consumers Ooredoo also ensures that their preferences are intimated to the management. Ooredoo is one of the trusts worthy brand names in the telecommunication industry of Qatar as well as the Middle East. The company is seen to utilize this virtue in their brand communication strategies (Management Study Guide, 2015). Keeping the needs of customers in mind the value driver’s reinforced by communications can be summarized to be as follows: i) Better services ii) Greater access to shops, retails and service centers. iii) Promises best value for price. In order to meet such value drivers the company uses the following mechanisms: i) Advertisements (T.V, newspaper, magazine and online) ii) Continuous dedication towards innovation to launch better products as they have done in the past such as Fibre and 4G+. b) Marketing agencies are external organizations whose support is taken up for establishing suitable communication with the target consumers. Marketing agencies specialize in communicating organizational values effectively to external stakeholders. Organizations try to make use of such expertise and deploy different marketing agencies to act as intermediaries between firms and the consumers. Since the role of marketing agencies is important, Ooredoo chooses such factors by exercising careful analysis techniques. Ooredoo does not follow any prescribed or definite format in selecting new marketing agencies. The company is usually seen to rely upon the performance reports and market presence data of different agencies and accordingly select them. In many cases the brand also prefers to select those firms who specialize in particular types of marketing communications (Smith and Taylor, 2004). Ooredoo believes in establishing long term relationships with their business partners. Hence it does not frequently change its marketing agents. The long term relations developed with the agencies facilitates them to understand the needs, objectives and values of the company and accordingly develop strategies of communication with stakeholders. Selection of marketing agencies is often viewed upon as long term decisions. Also much investment is made in acquiring such agents. Therefore Ooredoo carefully analyses the reliability and performance of marketing agents before recruiting the same. Another important aspect the company considers before selecting particular agents is their communication budget. The charges imposed by marketing agents for their services must not exceed the allocated financial plan. Briefing the organizations expectations with the agents before recruiting them is also an important aspect for Ooredoo (Dewhirst and Davis, 2005). The company’s general system of allignment with agencies is as follows: i) The company releases requests for recruiting new agencies- Ooredoo mainly searches for agencies in the Middle East and especially in Dubai. Agencies are particularly above the line. Agency specialty and performance reports are the main aspects considered, during selection. ii) The company asks for their portfolio and analyses the same- Ooredoo is a premier telecommunication service provider in Dubai. Hence the company expects that its associated agencies provide enhancing their brand image and deliver portfolios which provide the same. iii) The agency then provides a CV for people will employee for Ooredoo- Ooredoo searches for criterions such as creativity and knowledge regarding the target market segment. iv) The company gives them a bill of work that includes estimate campaigns so that they can provide the quotation. v) The company asks them for a sample for a creative campaign. vi) At the end Ooredoo judges how the prospective agency and sees hoe effectively they understand the companies brief and how they will do an effective communication in the market. c) Ooredoo’s new product development process is based upon five important steps. These are essentially concept, ideation, design, test and release. In the concept stage, the basic requirements and objectives which the firm requires to achieve through new product development is set up. The concept stage therefore provides directions to the research and development team in respect of the type of services and technologies which are required to be developed by Ooredoo. The next step in the new product development procedure is ideation. In the ideation stage, the company is required to brainstorm and formulate ideas which facilitate the development of new products. The ideation stage also involves analyzing the different options and selecting the one which is the most appropriate for organizational growth. Ideation also facilitates adding further values to the new product development plans which have been pre implemented. After careful evaluation of the plans in the ideation stage the firm moves onto to the design stage (Clow, 2007). The design stage mainly includes engineers. Engineering details are added and further evaluated so as to understand feasibility. The design stage is crucial as it gives structure and physical appearance to the formulated ideas. The subsequent stage in the new product development process is testing. In the stage the company tests their new product designs through simulation. An artificial environment is created where the technologies designed are run. This facilitates engineers and researchers of Ooredoo to understand where the products lack efficiency. Accordingly measures are taken up to overcome the analyzed barriers. Testing adequately sees whether the new products developed are able to meet the set goals. Once the tested products gain confirmation and acceptance from the management, the products are released. In the release stage adequate awareness and intimation is provided to consumers in respect of the new products developed. Advertising and media related functions are taken up in this stage (Kliatchko, 2005). In the recent time the company had introduced a number post paid and pre paid packages and had revised the amount of data they are provided with alongside of the product plan. The products are mainly developed in response to competition and the existence of adequate customer needs. The method followed by the company is not always on the basis of prescribed textbook process. The system may change on the basis of the product and its target market. When the company launched their recent 4G and 4G+ data plans, they went through the customer need, market trends and analyzed the plan from the perspective of sales, finance and marketing. Once approval was received from these perspectives, the product was put into the new product development process. d) Differentiation is an important factor considered by Ooredoo in their market communication strategies. The telecommunications industry is dominated by a number of strong players and differentiation in branding is perceived by Ooredoo as a useful strategy to overcome the pressures of completion. Ooredoo strives to communicate itself to its target consumers in the Middle East as a brand which is different and provides more advantages to its consumers than other international brands. However achieving the objectives of differentiation are not as simple as telecommunication services offer very little scope of differentiation through products and services. As result differentiation is achieved through logos, slogans, brand identity and character. Brand character is deeply related with a company’s goodwill. Companies which have a strong goodwill and positive character in the market are often seen to possess greater market share and power. Ooredoo therefore tries to uphold a strong brand image. Similarly slogans and logos are effective strategies in branding, through which differentiation can be achieved. Every company in the telecommunications sector is seen to remain dedicated towards developing suitable forms (West Virginia University, 2015). Ooredoo was initially named as Qtel. The firm was then rebranded under the name Ooredoo. The change was mainly done so that consumer attention could be procured. By changing the brand name the company expects to become more understanding and provide greater advantages to consumers. The company tries to achieve differentiation through their operational objective which is caring connecting and challenging. Quality and innovation, connecting with consumers in genuine way and engaging in community development are aspects through which Ooredoo tries to achieve differentiation. Ooredoo does a lot of CSR, and is seen to increasingly become a youth brand and support being healthy by sponsoring a lot of sport event. Rational part of the brand is that they are the first to launch 4G and 4G+. Emotional part of the brand aims at being a national brand that does a lot of good things related to the society. The essential brand promises are: 1) Inspiring people and help them deliver on their wants and needs. 2) Help promote human growth. 3) Connect customers to the world. 4) Giving people access to information they need. Good information leads to better decisions that help people and the society to grow. Task 3 a) Ooredoo’s managers adequately understand the importance of marketing communication and have developed a number of tools in this respect. The company considers using marketing tools as an important medium of communication with the external stakeholders. Marketing communication tools facilitates providing information regarding the products and services to target consumers. Ooredoo tries to support their sales cycles also through the implementation of suitable marketing tools. Ooredoo mainly uses five important types of marketing tools in order to communicate with the stakeholders. These are essentially advertising, email and online campaigns, social media, trade shows and seminars, public relations, newsletters and service catalogues. Digital communication- Ooredoo uses direct email services to communicate with their dedicated consumers regarding the latest offers and promotions of their new services. Email services are used by Ooredoo to inform consumers regarding their usage of services and to provide payment related details. Ooredoo provides internet services as well. Hence it becomes essential to communicate with those consumers who use internet services. Online campaigns facilitate the management of the company to communicate with such consumers directly. Online campaigns facilitate Ooredoo to provide descriptive information to consumers regarding their services. In the recent times many measures have been taken up by the company to make their online campaigns more appealing and compelling. Ooredoo uses the social media mainly to interact with consumers and to obtain their feedback. Many brands use the social media to enhance their popularity and brand image. Social media facilitates Ooredoo to particularly attract the young generation. In the modern times, the importance of social media in communication is immense. Organizations try innovative ways to communicate with the public through social media. Ooredoo also uses the social media as an important research tool in their new product development processes to gain information regarding the type of products and services consumers prefer and those which are trending in the market (West Virginia University, 2015). Traditional communication tools- Trade shows and seminars are also becoming an important tool of communication for Ooredoo. Through such trade shows, the company is able to directly inform consumers regarding the uses of their products and the type of benefits they offer. Since such a marketing tool offers direct interaction, messages can be effortlessly and directly interpreted. Also trade shows tend to leave a lasting impact upon the minds of the consumers. Ooredoo tries organizing such trade shows and seminars frequently. Ooredoo has an integrated public relations department which ensures that consumer grievances and complaints are handled effectively. The public relations activities of the company involve coordinating the different promotional and advertising initiatives. It is also seen that the different communications tools used by the company effectively facilitates providing the right type of information to the target consumers (Forbes, 2013). Amongst all the communication tools used by the Ooredoo, television and newspaper advertising is deemed to the most important. Advertising is the primary tool through which Ooredoo generates awareness regarding their services and products in the market. The company develops advertisements which are not only informative but also leaves a lasting impression upon the minds of the consumers. Developing a suitable brand image in the minds of the consumers through advertising has remained one of the key targets for Ooredoo. Moreover advertising in newspapers and television reaches out to a large mass. Television advertisements are mainly done in respect of mobile network services (Forbes, 2013). In the recent times, due to the increase in the number of internet users and the rapid popularity of smart phones, digital communication has especially grown immensely and the company is seen to emphasize more upon connecting with their consumers through online tools. b) Ooredoo believes that communication with stakeholders is mainly about generating awareness about the different services offered and increasing consumer preference. Hence the objectives of Ooredoo’s marketing communication are mainly to generate awareness and enhancing consumer likeability. The model which the company follows to fulfill their communication objectives is the “awareness interests Trial purchase repurchase” model. Ooredoo believes that it operates in an expanding market. Hence the market in Qatar creates enough room for generating awareness, trial and purchase. The market has remained open towards accepting different mobile and internet plans. This makes it easier for Ooredoo to develop promotional plans. One of the most impoart objectives of Ooredoo is to enhance their product likeability. The company takes integrated efforts so that consumers like the products and are driven towards purchasing the same. Consumer likeability is enhanced through assuring better services and value for money. Ooreddo primarily focuses upon developing their internet network and revenue from data. Consumers in the telecommunication industry have moved from messaging and voice usage to data. Hence companies strive to earn revenue mainly from providing different data packages. Ooredoo strives to achieve their business objectives through providing better internet related services and increase data revenue by 100%. Ooredoo provides different types of data packages which are suitable for all types of consumer pocket sizes. Marketing and product development initiatives are concentrated in the pay as you go services. The target market of the company is smart phone users and accordingly the company creates products which adequately fulfill their needs. Braoder business objectives- Corporate reputation is a vital aspect in effective marketing communication. Ooredoo identifies that internal communication and the manner in which activities are management within the organization are crucial in building a good reputation. A positive and strong brand reputation is also seen to foster employee performance and deliver high quality services. Another advantage of having a high corporate reputation is the perceive excellence in quality of services. It also leads to towards attaining long term partnerships with other corporate brands. Senior executives of Ooredoo adequately understand the importance of brand reputation and take all possible measures to ensure that the code of ethics practiced by the company are not violated under any circumstances. Ooredoo is looked upon as a brand that strives to enhance the value of the society. Therefore all activities of the company are required to be directed towards achieving this objective predominantly. Ooredoo has evolved into becoming one of the most trusted indigenous telecommunication brands of Qatar. The company’s marketing initiatives must facilitate upholding this notion. Therefore before launching advertisements and other types of communication to the target consumers, Ooredoo vividly analyses the kind of impact they are likely to create upon its brand image and its dedicated customer profile. It is also essential that the needs of the stakeholders are kept in mind while developing integrated communication strategies. Each stakeholder has differentiated perceptions regarding a brand and its services offered. In the process of communication Ooredoo follows the strategy of acquiring important information from the clients and stakeholders regarding their services and products. Accordingly different action plans are set up for product development. Modern age consumers are highly interested in knowing the technologies and resources which are used by a firm in developing different products. Such information is considered to contribute towards enhancing brand reputation. Ooredoo therefore makes use of their corporate websites and other social media platforms to popularize and inform the target market segments regarding important resources (Researchers world, 2011). c) In order to develop an effective system of marketing communications, Ooredoo may consider using the following framework. Objectives- The integrated marketing communication plan provides information such as the product features and the different objectives they are set to fulfill. Accordingly it can be understood which type of market communication tool is deemed to be most suited. Tactics- Marketing communication plan analysis also includes studying the strategies of the competitors. It provides suitable evidences regarding the differentiating factors which exist in the product and how they facilitate the company to achieve a superior position. Ooredoo must make use of such information and utilize them while planning different communication strategies. The company also conducts suitable research to understand the level of awareness. The success of trial is understood through sales data. Target audience and budget- The promotional activities which are set by the firm must be properly aligned with the objectives of communications which is to enhance data users and revenue from the same. The promotional tools must be selected on the basis of the target consumer group which is mainly smart phone users. Once the target promotional tools have been set, the next step is budget formulation. The financial suitability of the selected marketing strategies becomes highly essential. A large amount of the budget in communications is spent for advertising, promotion and creating awareness. The objectives of Ooredoo through their adopted process of communication can be described as follows: Specific- To provide awareness and accurate information regarding products to the target market. Understanding the target markets needs in respect of communication. Specific targets include increasing brand preference by 10% on 12 months. Measurable- To rely on market data to know usage, prospective needs and areas of market development. Measurable targets include increasing data usage per customers by 10% in 12 months Attainable- To analyze market data and collaborate it with innovation to develop products which meet target consumer needs. Realistic- To ensure and provide quality services and value for money for all types of customers and thereby enhance market size. Under the realistic targets, the company expects to Increase number of people going to Ooredoo shop by 12% in 12 months. Timely- To ensure that consumer grievances and requirements are addressed on time to maintain strong relations with consumers. d) In developing a suitable marketing communication process, Ooredoo must not overlook checking the firm’s condition from every perspective. This includes product performance, financial condition and organizational growth. Firms which are highly reputed and have a strong brand popularity are not required to take too much of an integrated effort to promote their products. Under such circumstances, undertaking promotional activities extensively might create a sense of boredom for the target consumer group. It is therefore essential to understand the extent to which market communication is necessitated. Ooredoo also aims to understand the different types of opportunities and strengths which the decided market communication aims to achieve. If the prime objective of the market communication is to overtake competitor share, it becomes important to understand the weaknesses of the rival firms. These weaknesses must be tried to be fulfilled and promoted by Ooredoo, which ultimately provides a distinctive advantage to the company’s product in the market. Creativity is also a crucial factor to be considered by Ooredoo while communicating with the stakeholders. With enhanced technology usage and grasping the exact needs of the consumers, highly motivating and compelling product messages can be developed. Ooredoo’s marketing and public relations executives also consider engaging consumers and the target market segment in respected communication process (Smart insights, 2015). The company’s objectives through effective market communications can be described and measured in the following manner: Corporate objectives: To increase the customers base by at least a minimum of 15% through new product development and increased marketing activities within a year. Marketing objectives- To increase awareness amongst consumers regarding the products of Ooredoo through integrated marketing strategies. Target audience- Youngsters and smart phone users are the main target audience. The company through their communications and new product development strategies expects to enhance the size of their target users. This would be done by encouraging more people to use data packages. Message- Message passed on to the consumers would be that Ooredoo serves as a peoples company where consumers are provided with communications solution which enhance their productive capacity, enhance their knowledge and betterment of society is affected. Strategy- Combination of push and pull strategies would be used on the basis of the needs of the consumers and integrating the same with the strategies of the company. Tactics- Diverse advertising platforms would be utilized such as television, newspaper and online. Additionally sponsorship and direct marketing tools would also be applied. Budget- Approximately 750,000 AED is expected to be utilized for meeting the marketing communications needs of Ooredoo in the current year for Dubai. Control and evaluation- Frequent campaigns and market research would be carried out to check the effectively of the marketing communication plan. Additionally special attention would be applied towards ensuring that marketing budget plans are carried out as planned. ORGANISATION SUMMARY Task 1 (part a) 1. Type of organization-Ooredoo is one of Qatar’s premier telecommunications company. Since its commencement into the corporate world in 1949, the company has emerged onto becoming one of the major telecommunication service providers in the Middle East. It is mainly a profit seeking entity. The company has been established as a separate legal entity than its shareholders 2. Size of organization- Ooredoo operates in more than 13 nations of the world. The company’s profit in the year 2013 was approximately 33,851,340 (QAR’000). The international and the domestic share of the company have been seen to vary immensely due to constant expansion. The company plays an important role in developing the telecommunications industry of the Middle Eastern nations such as Qatar, Saudi Arabia, Kuwait and Oman. 3. Range of products and services provided- Ooredoo provides services such as mobile network communications, wireless and wire line services and internet services. Ooredoo has partnered with companies such as Arbor for providing better network solutions. Ooredoo particularly takes interest in upgrading their services provided to the corporate sector. 4. Customer base- Its customer base consists of both B2B and B2C consumers. 5. Competitors- The prime competitors of Ooredoo in Qatar are mainly Vodafone, Zain and Saudi Telecom Company. 6. Cross-functional relationships within the organization- The mangers at Ooredoo’s Qatar location have made the company’s operations strategically aligned with the Qatar Vision 2030, which involves developing the knowledge base of the nation and enhancing its human resources capabilities. 7. Other important stakeholders- Ooredoo has always remained dedicated towards enhancing the abilities of their employees through training and development initiatives, as the company believes that their man power plays an important role in their overall success. Communicating timely information to internal stakeholders and encouraging their participation in crucial organizational processes is deemed essential for Ooredoo. The internal stakeholders of the company include employees, managers, directors and administrators who are deeply associated with the success and continuity of the organization (Ooredoo, 2015) 8. Other relevant information- The vision of the company has remained to provide services which steer overall social advancement. Qatar in the recent times has been increasingly participating in global economic operations. This necessitated the development of the communications systems of the nation radically. This was one of the prime impetuses for growth for Ooredoo. Ooredoo strives to continuously expand their existing services in the market through research and development. END OF ASSESSMENT CONTENT REFERENCE LIST Fill, C., 2013. Marketing communications: brands, experiences and participation. Harlow: Pearson Education. Forbes, 2013. Why Integrated Marketing Communications Is More Important Than Ever. [online] Available at: [Accessed 10 March 2014]. Management Study Guide, 2015. Integrated Marketing Communications. [online] Available at: [Accessed 10 March 2014]. Ooredoo, 2015. Annual Reports. [Online] Available at: < http://www.ooredoo.com/en/article/investor-relations/financials-and-reports/annual-reports-art.html> [Accessed 9 March 2015]. Researchers world, 2011. Integrated marketing communication and promotion. [online] Available at: [Accessed 10 March 2014]. Shimp, T. and Andrews, J. C., 2013. Advertising promotion and other aspects of integrated marketing communications. Connecticut: Cengage Learning. https://books.google.co.in/books?hl=en&lr=&id=HTcWAAAAQBAJ&oi=fnd&pg=PR3&dq=Shimp,+T.+and+Andrews,+J.+C.,+2013&ots=KZkG9fE1p6&sig=wgZekoO6Ex95CXw0XfIBBLaZthg#v=onepage&q=Shimp%2C%20T.%20and%20Andrews%2C%20J.%20C.%2C%202013&f=false Smart insights, 2015. Integrated marketing communications. [online] Available at: [Accessed 10 March 2014]. Smith, P. R. and Taylor, J., 2004. Marketing communications: an integrated approach. Philadelphia: Kogan Page Publishers. https://books.google.co.in/books?hl=en&lr=&id=rmKoO0U30x8C&oi=fnd&pg=PR7&dq=Smith,+P.+R.+and+Taylor,+J.,+2004&ots=xGOX8NX7of&sig=g1AtpAyXNertiKg6b8_iYNLJ0fE#v=onepage&q=Smith%2C%20P.%20R.%20and%20Taylor%2C%20J.%2C%202004&f=false West Virginia University, 2015. What is Integrated Marketing Communications? [online] Available at: [Accessed 10 March 2014]. BIBLIOGRAPHY Anderson, C.H. and Vincze, J.W., 2006. Strategic Marketing. New Delhi: Dreamtech Press. Brooks, G., Mortimer, R., Smith, C. and Hiam, A., 2010. Marketing for Dummies. United States of America: John Wiley & Sons Inc. Burrow, J., 2008. Marketing. Connecticut: Cengage Learning. Carroll, C.E., 2013. The Handbook of Communication and Corporate Reputation. New Jersey: John Wiley & Sons Inc. Clow, K. E., 2007. Integrated advertising, promotion, and marketing communications. New Delhi: Pearson Education. https://books.google.co.in/books?hl=en&lr=&id=z3dd7hFCA3cC&oi=fnd&pg=PA19&dq=Clow,+K.+E.,+2007&ots=KpKABeDRbe&sig=lWT099otvpd106Q-WIdfAstOulc#v=onepage&q=Clow%2C%20K.%20E.%2C%202007&f=false Dewhirst, T. and Davis, B., 2005. Brand strategy and integrated marketing communication (IMC): A case study of Player’s cigarette brand marketing. Journal of Advertising, 34(4), pp. 81-92. http://www.tandfonline.com/doi/abs/10.1080/00913367.2005.10639211#.VP6Ah3yUcZM Donaldson, W. and Smit, L., 2007. FCS Marketing Communication. New Jersey: Pearson Education. Egan, J., 2004. Marketing Communication. California: SAGE Publication. Kliatchko, J., 2005. Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), pp. 7-34. http://www.tandfonline.com/doi/abs/10.1080/02650487.2005.11072902#.VP6ArHyUcZM Madhavaram, S., Badrinarayanan, V. and McDonald, R. E., 2005. Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of Advertising, 34(4), pp. 69-80. http://www.tandfonline.com/doi/abs/10.1080/00913367.2005.10639213#.VP6AwnyUcZM Read More