According to (kaskas), marketing is the action or business promotion and selling of products or services, including market research and advertising. To simplify the definition is the communication between business-to-business (B2B) and business-to-consumers (B2C) to deliver consistent messages of the service, brand and product value through different marketing and promotional mix channels (kaskas,metai). Moreover, the marketing is about identifying and understanding consumer’s behaviour and finding ways to provide products and services that customers demand. (kaskas,metai).
Therefore, according to kaskas internetas, the integrated marketing communication is a very significant system that brings together all marketing communication activities, such as marketing and prom...
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...ips to get closer to community and collect a data that enables to monitor and analyse of audience demands. This give ability to customise promotions and experiences based on preferences and behaviour. Moreover, online services allow to download, manipulate and share an image. Therefore, more people can be engaged into activities and events.
Meanwhile, the integrated marketing communications have another significant element – direct marketing. According to (foundation for marketing), states that direct marketing is to make direct contacts with existing and potential customers to promote products or services through direct mails, door-to-door leaflets and mail-order catalogues. However, the changing technology impacted the direct marketing in more forms, such as telemarketing, cell phone text messaging, database marketing, E-mail and online website.
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