Integrated Marketing Communications (IMC) is one of the most important nowadays' promotional techniques, incorporating various different kinds of promotional elements, referenced as the promotional mixes. Because of the several views of independent authors examining and defining these elements, various promotional mixes, including various elements happen.
Despite the differences in meanings, the purposes of all promotional mixes stay the same - provision of a couple of tools used for campaign that could be adhered to certain situations on the market. These circumstances could be defined depending on various factors, such as levels in company's product's life pattern, company's willingness to communicate with its customers, company's will to keep long-term relationships with its customers, etc.
Main