An Integrated Marketing Campaign (IMC) is implemented ‘to help understand the wide range of elements that form the communications mix, and why it is important to consider them as integrated, overlapping activities’ (Pickton & Broderick, 2005). The 7 steps needed to create an successful IMC plan include: Step 1: Having a clear understanding of your …
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How can businesses create value for their customers?
Customer value refers to ‘the difference between the benefits the customer gains from owning and using a product and the costs of obtaining the product’ (Kotler, Brown, Adam, Burton & Armstrong 2007). Smith and Colgate’s Customer Value Creation framework identifies four main types of value that businesses can create for their customers. These four values …
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