Скачать или смотреть MM 303: IMC/ PROMOTION STRATEGY | 4P Vs 4C of Marketing | MAKAUT | ICFAI |MBA Classes by Amrita Mam

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MODULE I:
1. Introduction to Integrated Marketing Communication: Definition, features and role of IMC and its relation with marketing program Concept, Evolution of IMC, Reasons for Growth and Features. Promotional Tools for IMC, IMC Planning Process, Communication Process, AIDA and Hierarchy of Effect Model, Establishing Objectives and Budgeting: Determining Promotional Objectives, Sales vs. Communication Objectives, DAGMAR, Problems in
Setting Objectives, and Setting Objectives for the IMC Program.
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The 4 C’s of marketing, which consist of Consumer wants and needs, Cost, Convenience, and Communication, are arguably much more valuable to the marketing mix than the 4 P’s. They focus not only on marketing and selling a product but also on communication with the target audience from the beginning of the process to the very end.

The 4 P’s focus on a seller-oriented marketing strategy, which can be extremely effective for sales. However, the 4 C’s offer a more consumer-based perspective on the marketing strategy.

To further explain the importance of the 4 C’s, I’ll break them down piece by piece for you.

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