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Essay / Research Paper Abstract
This 17 page paper examines how companies can use integrated market to develop and sell products and increase their profits. The paper looks at the theoretical aspects of integrated marketing and goes on to consider real life examples of its application. The paper then considers what is meant by tracking marketing strategy and how it can play a part of an integrated marketing strategy. The bibliography cites 14 sources.
Page Count:
17 pages (~225 words per page)
File: TS14_TEintegrate.rtf
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Unformatted sample text from the term paper:
make sales. Sales can only take place in the potential market for those goods or services is aware of the companys offerings, knows where to buy them and is motivated
to make that purchase. Approaches that are gaining increased attention are integrated marketing communications and tracking market strategy. Both may be seen as fairly modern developments, taking marketing to a
much more complex level than ever seen before. In this paper we will look at the way integrated marketing can and has been used and why it s so important
to companies who want to increase sales in the long term and consider how this is different to tracking marketing strategy. In
the past there have some businesses that have been able to survive with little or no marketing, these may be in niche markets were the word of mouth and reputations
are sufficient to keep the demand for goods at the same or a greater level than the company can or is happy produce or sell. In the past it was
also possible to put a shop on a high street and attract trade just by being present and passing trade making up the bulk of the business. However, today
the commercial market is more complex, consumers and business looking to buy goods and services are more empowered than at any point in the past, they are more able to
look further a field to other suppliers, which may mean travelling to another town or city for consumers or importing from another company for commercial buyers, they also have a
greater level of access to knowledge as well as facing the increasing threat from suppliers were geography is not a barrier; the internet companies which are expanding at a rapid
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