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(Essay) Chapter 14 Engaging Consumers and Communicating Customer Value by Mai Kim Thoa is a document available to read on EtoBox.

What is (Essay) Chapter 14 Engaging Consumers and Communicating Customer Value about?

Chapter 14 discusses the integrated marketing communications (IMC) strategy, which combines five components: advertising, sales promotion, public relations, personal selling, and direct marketing. It emphasizes the importance of consistent messaging across all channels to build brand identity and customer relationships while adapting to the changing landscape of marketing communications. The chapter also outlines the communication process, buyer-readiness stages, and various promotion budget-setting methods

Author

Mai Kim Thoa

Language

EN