Transcription of CHAPTER 2: INTEGRATED MARKETING COMMUNICATION
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CHAPTER 2: INTEGRATED MARKETING COMMUNICATION
21 CHAPTER 2: INTEGRATED MARKETING COMMUNICATION The greatest problem with COMMUNICATION is the illusion that it has been accomplished." George Bernard Shaw Research objective to be addressed: To discuss MARKETING , MARKETING COMMUNICATION , INTEGRATED MARKETING COMMUNICATION and OOH advertising media from a theoretical perspective, in order to identify and apply the key IMC principles that should guide the planning of OOH advertising media as part of an overall IMC campaign. INTRODUCTION The MARKETING mix management paradigm has played an influential role in the development of MARKETING theory and practice; and it has dominated MARKETING thought and research since its introduction (Goi, 2009:2).
Vargo and Lusch (2004:6) note that this customer-centric philosophy entails more than simply being consumer oriented; it means collaborating with and learning from customers and being adaptable to their individual and dynamic needs. It also means that value is defined by and co-created with the consumer, rather than being
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