Thus begins the
journey into the world of Integrated Marketing Communication by Prof. Dhume.
The discussion
started with the basics of marketing. Marketing is the art and science of
providing the right and appropriate stimulus to get the desired response. It is
not restricted to business and can be applied to the entire spectrum of life.
It is defined as the process of creating, communicating and delivering value to
customer. Some major aspects such as relationship marketing , mass
customization and customer relationship management.
Using tv commercials
and other promotions we saw the importance of IMC for showcasing the value of
the product to the customer. The goals of IMC are to create a short term
financial return and buld a long term brand value
IMC is important to marketers because,
it is only through being aware of the knowledge, skills and attitudes of the
consumer base, can the marketer design a suitable marketing strategy for the
target market.
IMC leads to better
customer acquisition and retention
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