Marketing Communications. Ways and Possibilities of Integrated Marketing

Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing grade: 1.2 Dublin Institute of Technology language: English abstract: Integrated approach to marketing has been around since the 1980''s but as markets have developed and technologies have advanced so to have the breadth and depth of the communications. This report seeks to firstly to understand integrated marketing communications and the mix used in retailing. Secondly the report breaks down marketing communications methods into two sections traditional methods and digital methods and seeks to understand how retailers use the individual elements. Finally the report will conclude that retailers need to be present in as many formats as possible and that the challenge for the future is learning how to embrace new technologies to harness better communications with consumers.