14.16: Introduction to Communication Programs
What you’ll learn to do: Explain how retailers build a brand image and increase customer loyalty by using communication programs
Marketing and promotion help facilitate exchange by providing information and context to consumers to help them understand how specific good and services can meet their needs. Integrated Marketing Communication plays an essential role in this process, made even more important with the rise of the omni-channel. It (IMC) harnesses the benefits of each channel to build a clearer and broader impact than individual or singular campaigns.
Contributors and Attributions
CC licensed content, Original
- Introduction to Communication Programs. Authored by : Patrick Williams. Provided by : Lumen Learning. License : CC BY: Attribution