Integrated marketing communications : a guide for SMEs in the IT industry.

• Main Authors: Lim, Wei., Low, Collin.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Social sciences::Communication::Promotional communication::Integrated marketing communications
• Online Access: http://hdl.handle.net/10356/14842
• Institution: Nanyang Technological University

This report seeks to educate small and medium-sized companies in the IT industry about integrated marketing communications (IMC) and how this new marketing concept can benefit their businesses. This report is organised in bite-size chapters for ease of reading and to aid understanding. The authors will first expound on the concept before explaining in detail how marketers can adopt IMC to their operations. A step-by-step guide that goes through campaign conceptualisation to the final execution and measurements is discussed. IT marketers can also learn from the IMC campaign designed for a local computer company, adapting the strategies and tactics to their needs. The intention of the authors is for local IT f m s to start marketing the smart and integrated way.