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Introduction  Concepts of IMC When all marketing practices, resources and tools are used (for an organisation) in an integrated manner affect the minds of customers at a maximum level along with maximising the organisational profit al minimal cost, it is called Integrated marketing communication. In general, marketing begins with “Marketing Mix”.  Marketing communication or promotion is one of the elements of the Marketing Mix. Advertising using different media, personal selling sales promotions (sales and trade promotion), sponsorship marketing, database marketing, public relation, direct marketing and internet marketing are the activities included in the promotion.  So, integrated marketing communication is the integration of all these tools with other marketing mix elements in order to get a competitive advantage. 'Integrated Promotion Mix' is the other term used broadly to Integrated Marketing Communication (IMC).  In conventional marketing, different pro...

Introduction of Industry and Competitive Analysis Several environmental factors influence organisations. It is up to managers to ensure that this influence used positively, leading to organisational success. For the firm to make a profit, it must create value for customers or buyers. Hence, the firm needs to understand its customers. While creating value, the firm has to obtain goods and services from suppliers. So, it must value its suppliers and form enduring business relationships with them. While creating value for its hovers, the firm must closely look at the rivals who are there in the arena competing for the same 'space'. Hence, the firm must understand the competition. Thus, buyers, suppliers and competitors form the substance of a firm's industry environment. Forces from the industry environment directly affect the firm, and the amount of influence the firm has over its industry is dependent on the dominance of its competitive position. Most strategic m...