Consumer Buying Behaviour & Integtrated Marketing Communications

Organizations in both the private and public sectors have learned that communicating effectively and efficiently with their target audiences is critical to their success.In the past few years, so much has changed in the field of marketing like the increasing role of the Internet, the emphasis on relationship marketing and business partnerships in the channel of distribution, and the concept of integrated marketing communications.

The principal task of the marketing function operating under the marketing concept is not to manipulate customers to do what suits the interest of the firm, but rather to find effective and efficient means of making the business do what suits the interest of the customer.

Chapter discusses the consumer as an individual. It begins with an exploration of consumer needs and motivations, recognizing the rational and emotional bases of many consumer actions. It introduces the reader to the study of consumer behavior, its diversity, its development, and buying influences on consumers and organizational buyers, consumer motivation, perception, learning & attitudes. It contains a detailed discussion of ethical considerations in marketing and consumer practices.

It introduces a simple model of consumer decision making, which provides the framework for understanding and relating the consumer behavior principles.

Chapters in this book provides readers with a detailed overview of the critical Marketing research process and the techniques associated with it.

Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. The brand's core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolation. It will be helpful for the students as today’s business environment is very dynamic & cut throat competition everywhere.

Cases present companies, industries, and situations that are interesting, easily recognized & very useful for the students.