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Now a day it is an era of ever changing highly neck to neck competition. As far as the market is concerned, the consumer has variety of options to purchase a particular kind of product. In this situation the marketers has to work up to approach the customers. Moreover now a days it is not only the need of the customers which is to be looked upon but also the need is to be fashioned, success of which greatly depends upon the marketing communications. Secondly the market scenario is completely changing with the increased competition, diversified customers segment with the introduction of new technology. There is also the need to motivate the customers. Thus there should be an approach of communication through which the marketers can provide the entire message in an integrated form. This is none other than IMC.
WHY IMC?
In the present scenario IMC has increasingly central role to play, as it offers companies a way to strategically coordinate message and establish a meaningful dialogue with customers...