整合营销沟通.pptxVIP

;Objectives;Objectives;UPS is a $31 billion corporate giant UPS wanted to reposition itself as a supply chain solutions provider Developed new theme based on customer input ;Marketing Communications Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing objectives. ;The Marketing Communications Environment is Changing:; Mass markets have fragmented, causing marketers to shift away from mass marketing Media fragmentation is increasing as well Improvements in information technology are facilitating seg