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Purpose and Value of Integrated Marketing

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Purpose and Value of Integrated Marketing

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Purpose and Value of Integrated Marketing
Amanda Taylor
December 16th, 2012
MKT 498
Instructor: Gary Queensberry

Marketing is an important area in any company. Integrated marketing is an area of the marketing world. This type of marketing can increase brand value and this allows for a high turnover on the company’s investments. We will review a company and describe the purpose and value of integrated marketing, as well as showing what value the plan adds to the company. Trends are always changing in the marketing world. It is important for companies to stay up to date on new trends in the marketing world. To stay up to date on these trends integrated marketing must take place and that allows for companies to keep up with the expansion of the different marketing channels which includes internet, media and print and all of these are done through communication. “Integrated marketing communication is the encompassing of all marketing tools, avenues, and sources within an organization into one program at a minimal cost that will shape the way customers buy”(Clow & Baack, 2007). The company we will be discussing is Apple, Inc. In order for this company to reach an optimal return on investment they utilized the practices of integrated marketing. This allowed Apple, Inc. to achieve their goals and made them very successful. Web design, advertising, digital marketing are promotional tactics that Apple has enhanced. This in return can bring in more customers when they see the different types of marketing that is available to them. They also have reached high levels of customer relations and in return gave them prosperity with the industry. Because of the integrated marketing Apple has increased sale volumes and return customers. This makes Apple, Inc. one of the biggest profitable companies not only in the United States but also in several other countries. A marketing plan should be implemented for a company to be...