The paper "How MushyPea Is Marketed Using IMC Tools" is a great example of a marketing case study. Communication is a vital element in any business organisation as it aids it in its growth and prosperity, relationship creation, improves efficiency and effectiveness of the organisation and above all helps individuals learn about each other. The invention of technology including the internet and cell phones has largely changed the way people interact as well as changing the manner of messaging strategy that companies use (Barker, Valos & Shimp, 2012). Integrated Marketing Communication (IMC) is an approach used by companies to brand and coordinate their communication efforts.
It is a concept that understands the added value of a comprehensive method that evaluates the strategic roles of various communication disciplines, combining them to provide clarity, consistency together with maximum communication impact (Baker, 2008). IMC has a primary role in creating a seamless experience for customers across various aspects of the marketing mix (Leonard, Lewis & Freedman, 2013). In this regard, the core image of the brand and messaging are strengthened given the fact that all channels of marketing communication works together in order to have a massive influence on the customer (McDonald & Wilson, 2011). Business organizations after developing their products have an obligation to communicate the benefits and values of those products to both potential and current customers in both business-to-consumer and business-to-business markets (Shepherd, 2013).
IMC provides an effective and essential approach designed to communicate one consistent message to consumers across the company’ s promotion that may use different communication channels (Jaworski, Kohli & Sahay, 2001). The evolution in communication technology together with instant access to information through the internet has in one way or another made IMC a significant marketing tool.
For instance, communicating consistent information with regard to a brand or organisation is essential in establishing the brand image in the minds of both current and potential customers (Baker, 2008). The current marketplace is comprised of customers and business professionals who unendingly seek information and are fond of connecting with other businesses or people through their phones or computers (Ferrell, Lukas and Schembri, 2012).
Baker, M. (2008). The strategic marketing plan audit, 2nd Ed. Cambridge: Cambridge Strategy Publications Limited
Barker, N., Valos, M., & Shimp, T. (2012). Integrated Marketing Communication. Melbourne: Cengage Learning.
Blythe, J., & Megicks, P. (2010). Marketing planning: Strategy, environment and context. London: Financial Times Prentice Hall
Doole, I., & Lowe, M. (2012). Robin CIM Coursebook 08/09 strategic marketing decisions. Burlington: Elsevier.
Drummond, G., Ensor, J., & Ashford, R. (2013). Strategic marketing: Planning and control, 2nd Ed. London: Routledge Publishers
Ferrell, O. (2012). Marketing strategy text and cases, 6th Ed. London: Cengage Learning
Ferrell, O. C. Lukas, B. and Schembri, S. (2012) Marketing Principles. Sydney: Cengage learning. 510
Gilligan, C., & Wilson, R. (2012). Strategic marketing plan. London: Routledge Publishers
Gosnay, R., & Richardson, N. (2010). Developing your marketing skills, Philadelphia, Kogan Page Publishers.
Hackley, C. (2010) Advertising and Promotion: An Integrated Marketing Communication. New York: Sage
Jaworski, B, Kohli, A., & Sahay, A. (2001). Market-Driven versus Driving Markets. Journal of the Academy of Marketing Science, 28, 45-54.
Leonard, S, Lewis, R., & Freedman, A. (2013). The Wile-Blackwell handbook of the psychology of leadership, change and organization development. New York: John Wiley & Sons.
McDonald, M. (2007). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy. New York: Kogan Page Publishers
McDonald, M., & Wilson, H. (2011). Marketing plans: How to prepare them, how to use them, 7th Ed. New York: John Wiley & Sons
McDonald, M., Payne, A., & Frow, P. (2011). Marketing plans for services: A complete guide. New York: John Wiley & Sons
McLeish, B. (2010). Successful marketing strategies for nonprofit organizations: Winning in the age of the elusive donor, 2nd Ed. New York: John Wiley & Sons
MMC Learning. (2009). Marketing Communications. Retrieved from http://www.multimediamarketing.com/mkc/marketingcommunications/
Myerson, R. (1997). Game theory: Analysis of conflict. Harvard, Harvard University Press.
Pavel, L. (2012). Game theory for control of optical networks. New York: Springer.
Percy, L. (2012). Strategic integrated marketing communications. London: Routledge
Perry, B. (2005). Organizational management and information systems. Amsterdam: Elsevier.
Pick, J. (2005). Geographic information system in business. London: Idea Group Inc (IGI).
Ramanathan, T. (2009). The role of organizational change management in offshore outsourcing of information technology services: Qualitative case studies from a multinational company. Boca Raton: Universal-Publishers.
Reed, P. (2006). Strategic marketing planning, 2nd Ed. Sydney: Cengage Learning Australia
Schuckel, K. (2003). Indianapolis Monthly May 2003. Vol. 26, No.10. Indianapolis, Emmis Communications.
Shepherd, L. (2013). Critical approaches to security: An introduction to theories and methods. New York: Routledge.
Storey, J. (2007). Human resource management: A critical text. Belmont: Cengage Learning EMEA.
Yeshin, T. (2012). Integrated marketing communications. London: Routledge