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Integrated Marketing Connnunication: A Catalyst for the Growth of E-Business Management

Kehinde, O.J. (2011) Integrated Marketing Connnunication: A Catalyst for the Growth of E-Business Management. The Social Sciences, 6 (4). pp. 64-73. ISSN 1818-5800

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Abstract

The need for an organization to properly coordinate its marketing commnnication strategies in order to deliver clear, consistent and competitive messages about itself and its products has become highly imperative today for every result driven organization. Integrated marketing commmrication can be defined as the strategic coordination of marketing commmrication mix elements and the channels of commmrication in order to afford an organization a clear, consistent, impactful and result driven commnnications about its brand and corporate image in the eyes of its esteemed customers and other stakeholders. The objectives of this study amongst others are to: appreciate the meaning of Integrated Marketing Commnnications (IMC) and its vital tools which an efficient marketer can use in order to strategically position its products very well in the ever dynamic and competitive market make a comprehensive analysis of the steps involved in developing an effective IMC programme. In this case, the immense benefits which E-business managers stand to gain through the use of IMC as well as examine the needs for finns to maintain the right database which could serve as catalyst to effective E-business management. The study uses a qualitative method draws up useful policy implications and what firms stand to gain through their adoption of IMC in their E-business management

Item Type: Article
Uncontrolled Keywords: Integrated marketing, commmrications, growth, E-business, IMC programme, Nigeria
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mrs Patricia Nwokealisi
Date Deposited: 13 May 2016 14:32
Last Modified: 13 May 2016 14:32
URI: http://eprints.covenantuniversity.edu.ng/id/eprint/6583

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