Principles of Marketing, 17/e

14 Engaging Consumers and Communicating Customer Value Integrated Marketing Communication Strategy

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In this and the next three chapters, we’ll examine the last of the marketing mix tools—promotion. Companies must do more than just create customer value. They must also clearly and persuasively communicate that value. Promotion is not a single tool but rather a mix of several tools. Ideally, under the concept of integrated marketing communications, a company will carefully coordinate these promotion elements to engage customers and build a clear, consistent, and compelling message about an organization and its products.

We’ll begin by introducing the various promotion mix tools. Next, we’ll examine the rapidly changing communications ...