Now, marketing communication has changed its traditional role as a tactical activity to a new role of strategic management tool. ... The role each element takes place in a marketing communication program relies in part on whether a company employs a push strategy or a pull strategy. ...
The American Association of Advertising Agencies defines IMC as "a concept that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines, and combines these disciplines to provide clarity, consistency and maximum communication impact." ...
Product positioning plays an essential role for any marketing plan to be effective, when one hears the word product positioning they might think that it is related to doing something to the product itself but in reality it is related to what you do to the consumer's perception about the product. ...
1.0 Introduction The hotel industry is characterized by organizations that are ever changing, highly dynamic and constantly evolving environment. The challenges these hotel organizations are currently facing are making it difficult for companies to achieve competiveness and more and more companies ...
