Management : Marketing - Essay Example

to access and reach out to one’s customers has blurred the corporate, political and geographical boundaries bringing the organizations closer to their customers. The organizations, thus, are now in a position to access critical data related to the customers such as their likes, dislikes, tastes and preferences etc and integrate the same within their corporate strategies and business practices, in order to offer valuable services to them. This report on Integrated Marketing Communications seeks to explore the various aspects involved in marketing of their products and services, presents a comparison of integrated marketing as against traditional marketing concepts, and offers discussion and analysis of how multinational companies, such as Toyota Motor Corporation uses and implements integrated marketing for promotion of their products and services.

Theorists and researchers, in the past, have claimed that traditionally organizations have fallen victim to conventional marketing approaches that revolve around product development, product differentiation and pricing while in actuality the only tools available to the marketers include logistics and communication (Schultz, D. E., Tannerbaum, S. L., Lauterborn, R. F., 1996). However, with the advancement in technological aids traditional marketing has now been replaced by newer and better approaches such as integrated marketing which is now redefining the scope of conventional organizational marketing tactics.

Also, it could be safely said that companies in present times, are exposed to a relatively more refined and aware group of consumers who are no longer satisfied with their position at the end of a marketing food chain which begins with the premise " We make, you take" or "We speak, you listen". According to Schultz et al (1996) "As the center of innovation shifts from the laboratory to the customer so, too wills a companys marketing be defined by the customers agenda"1. Modern technological innovations has