Marketing communications - Essay Example

to-business context), the key issues that should be taken into consideration when developing an integrated marketing communications plan area as follows: 1. The integrated marketing communications plan must build continuing or recurring partnerships leading to mutual profitability. The primary aim of business organization is to earn profit. Thus, this is also the primary aim of any integrated marketing communications plan. Business organizations build and sustain a partnership only if the partnership leads to an increase in revenue, sales, and profitability in the long run.

Partnership for mutual growth and profit should be fundamental direct and subliminal content of our messages. Our partners must be led to believe that their partnership with us leads to their growth and profitability. Thus, they must believe that their partnership with us must stretch over a long-run and that we are also interested to build a partnership with them over that time horizon. Building continuing partnerships leading to mutual profitability as the aim of marketing communications also imply that our men and women in marketing communications must grasp that the execution of the communications plan must lead to long-term relationships and profitability.

This also implies that the cost of the integrated marketing plan lead to profitability as well. . 2. In B2B contexts, the targets of our integrated marketing communications plan are business organizations with a hierarchy. This implies that our marketing communications must reach the top elements of the hierarchy that make decisions. At the same time, those at the lower ranks of the business organization recommend decisions and the appropriate actions to the top management. Thus, while those at the top are the primary targets of our marketing communications plan, those in the lower ranks also play a role in decisions being made by those at the top.

Our marketing communications, therefore, must also reach those at the lower ranks of