As it affirms the blog “pixel creativo”, the discipline of marketing has its aim on maintaining the clients of an specific product or service by satisfying their necessities, and that is why it is continuously analyzing the market and consumers’ behavior. During 1950, the professor Neil Bourden from, the business school of Harvard, redefined the position of the Marketing boss, developing what it is called “Marketing Mix”, with the aim of concreting determined objectives and establishing closer relation with clients. Read More »
The American Marketing Association defines Integrated Marketing Communications (IMC) as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time”. In other words, so as to be understood by every reader, it means integrating all the promotional tools, so that they work together in harmony. Integrated Marketing Communication (IMC) appeared for the first time at the end of the 20th century as a consequence of practitioner activities during the last decade.
“Consistency is key in making sure that consumers understand your marketing message which leads to a great result and return on your investment. The Integrated marketing helps by optimizing the spend whether online or offline and putting the right number of dollars towards the most effective approach”(L. Lake, n.d.)
As Jeff Beer claims, the aim of Marketing is to identify, create and maintain satisfying relationships with customers, by strategies and tactics, that benefit both the customer and the marketer. There are different ways of marketing a product, and, nowadays, one of the most successful ones is by social media. In order to reach the level of marketing in the social media, different and lower levels have been “suffered”; history plays a great role in it.
“It is hard for many to believe, but when compared economics, production and operations, accounting and other business areas, marketing is a relatively young discipline having emerged in the early 1900s. Prior to this time most issues that are now commonly associated with marketing were either assumed to fall within basic concepts of economics (e.g., price setting was viewed as a simple supply/ demand issue), advertising (well developed by 1900), or in most cases, simply not yet explored (e.g., customer purchase behaviour, importance of distribution partners)”. (KnowThis LLC., 1998)