[dropcap]T[/dropcap]he Foundation – corporate image and brand management; buyer behavior; promotions opportunity analysis.
Advertising Tools – advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image.
Promotional Tools – trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.
Integration Tools – Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program.
Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in all components of the marketing mix. A marketing plan consists of the following six steps:
1. Situation analysis
2. Marketing objectives
3. Marketing budget
4. Marketing strategies
5. Marketing tactics
6. Evaluation of performance
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