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Management School Key Concept Overview Tools of Integrated Marketing Communications - Part

Management School Key Concept Overview Tools of Integrated Marketing Communications - Part

Master in Marketing
Module integrated marketing communication
Mixed methods and promotional mix
Continued from mixed methods work :
A company’s reputation takes years to build, but it may be destroyed in minutes. An organisation’s credibility may very well be based on its marketing campaign and the integrity behind the methods used in its communications. A strategy including mixed methods may be used to build a community around a brand’s value and build trust with customers.
To complete this work, in 1000 words:
Review the Required Learning Resources ) please find attached files and below references).
Discussing ways in which your experiences are similar or different.
Asking probing questions to learn more about Mixed methods and promotional mix.
Expand the topic to new but relevant areas.
(No plagiarism)
References
Clow, K.E. & Baack, D.E. (2015) Integrated advertising, promotion, and marketing communications. Global ed./7th ed.New York: Pearson Education Limited.
Chapter 11, ‘Database and direct response marketing and personal selling’, pp.326-355
Chapter 12, ‘Sales promotion’, pp.356-383
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Erevelles, S. & Fukawa, N. (2013) ‘The role of affect in personal selling and sales management’, Journal of Personal Selling and Sales Management, 33 (1), pp.7-24.
Use the University of Liverpool Online Library to find this article.
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Garrido-Morgado, Á. & González-Benito, Ó. (2015) ‘Merchandising at the point of sale: differential effect of end of aisle and islands’, Business Research Quarterly, 18 (1), pp.57-67.
Use the University of Liverpool Online Library to find this article.
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Krishnakumar, M. (2014) ‘The role of visual merchandising in apparel purchase decision’, IUP Journal of Management Research, 13 (1), pp.37-54.
Use the University of Liverpool Online Library to find this article.
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Opriş (Căs Stănilă), M. & Brătucu, G. (2013) ‘Visual merchandising window display’, Bulletin of the Transylvania University of Brasov. Series V: Economic Sciences, 6 (2), pp.51-56.
Use the University of Liverpool Online Library to find this article.
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Reid, M., Thompson, P., Mavondo, F. & Brunsø, K. (2015) ‘Economic and utilitarian benefits of monetary versus non-monetary in-store sales promotions’, Journal of Marketing Management, 31 (3), pp.247-268.
Use the University of Liverpool Online Library to find this article.
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Shannahan, R.J., Bush, A.J., Moncrief, W.C. & Shannahan, K.L.J. (2013) ‘Making sense of the customer's role in the personal selling process: a theory of organizing and sensemaking perspective’, Journal of Personal Selling & Sales Management, 33 (3), pp.261-276.
Use the University of Liverpool Online Library to find this article.
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Media (Required)
Mullin, R. (2012) Sales promotion [Video]. London: Henry Stewart Talks, 2012. Available from: http://hstalks.com.ezproxy.liv.ac.uk/main/view_talk.php?&& (Accessed: 20 August 2015).

Liam Smith 05-Nov-2017

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