Communicating Customer Value: Integrated Marketing Communications Strategy

Promotion mix (marketing communications mix)
Advertising
Sales promotion
Personal selling
Public relations (PR)
Direct marketing

Integrated marketing communications

Buyer-readiness stages
Personal communication channels

Word-of-mouth influence
Buzz marketing
Nonpersonal communication channels

Affordable method
Percentage-of-sales method
Competitive-parity method
Objective-and-task method
Push strategy
Pull strategy

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