Chapter 10:Integrated Communication

Integrated Communication

  • Integrated Communication is a dynamic communication practice aimed at advancing not just the marketing plan, but the overall operating or business plan of the firm and in so doing aligning brand with reputation.
  • The primary task of marketing is to identify what is valued and to deliver it to the target market that values it the most.
  • The marketing mix consists of four P’s: price, product,place, and place.
  • The IC Hook Model: analyze marketing components, construct value proposition, set pricing capturing and sustaining value, and devise and execute the marketing mix.
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