Integrated Marketing Vectors: Purpose
The literature is full of advice to marketers to ensure that they use an integrated marketing strategy. This is based on the observation that the combined effect of synchronized activities is usually greater than the impact of the individual tactics alone. This model provides the framework for marketers to decide which activities have the greatest multiplier effect to maximize achievement of marketing objectives.
Marketers will use the concept to refine their marketing mix to optimize their objectives. It enables the assessment of combinations of marketing strategies and tactics.
Integrated Marketing Vectors: Structure and Description
This new model (Figure 21.1
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