Advertising, Promotion And Public Relationships
You began your strategic marketing plan by stating your business mission and objectives and conducting a detailed SWOT analysis. In the second part of the plan, you identified and described target market segments and identified sources of competitive intelligence and the need for further marketing research. Next, you began the process of defining the marketing mix, starting with the components of product and distribution.
The next stage of the strategic planning process continues the task of defining the elements of the marketing mix, and this section focuses on promotions. If you are working with an electronic offering, integrating promotional communications seamlessly presents unique challenges for the marketer because Web-based strategies are so different from traditional media. Even so, it is important to consider all parts of the promotion mix, including advertising, public relations, sales promotion, and personal selling.
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