Integrated Marketing

Communication is a way of looking

at the whole marketing process
from the viewpoint of the receiver
Philip Kotler
The Communication
Process
 Communication Process
Companies should not ask only
 “How can we reach our customers?”
but also
 “How can our customer reach us?”

To communicate effectively, marketers need to

understand the fundamental elements of effective
communication.
Common Communication Platforms

Advertising

Direct Sales
Marketing Promotion

Promotion Mix

Personal Public
Selling Relations