According to the American Marketing Association, integrated marketing communications(IMC) can be defined as "a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time”. (Kotler & Keller, 2011). Integrated marketing communications cover the broader concept which approaches planning marketing and promotion programs and coordinating various communication functions. It helps an organization to develop a total marketing communication strategy that includes advertising, direct marketing, interactive or internet marketing, sales promotion, publicity or public relations and personal selling.
At present, the IMC has enabled marketers to utilize the new ways of communicating in order to achieve its specific communications objectives. Initially, marketer used traditional promotional mix elements that included advertising, sales promotion, public relations and personal selling to promote their brand’s features and competitive superiority. On the contrary, today, marketers have the richer array of communications possibilities in addition to those traditional means. It means direct marketing and online/internet and digital marketing is added that helps the marketer to reach their audience quickly to promote their brand and its offerings. (Batra & Keller, November 2016).
Alibaba.com is the largest E-commerce platform in the world and it is also delivering the product in all over the world. Alibaba.com CEO Jackma said that "Yours main duty is only manufacturing the product and we are the bridge between you and the consumer.” So from this statement we can clearly conclude that Alibaba.com enable business to transform the way they market, sell and operate Alibaba.com provide the fundamental technology infrastructure and marketing research to help merchant, business and other business. Alibaba.com business are comprised of core commerce, cloud computing, digital media, entertainment, innovation, initiative and others. Alibaba.com has a strategic relationship ship with art financial services (BRENNAN, 2017). Alibaba.com has also its own online payment platform (Ali pay) so that customers can easily order the product and pay the price through Alipay.com. The main thing about Alibaba.com is, the design of website has a direct impact between customer and seller. It has very simple layout so any non - technical resources can use and order the product and pay the price very easily by using their web portal. They make the system easier and hope everyone are satisfied to use the system They are one of world largest online marketing portal and they have lakhs of item in their web portal and we case buy this from our home very easily. They have own shipping and delivering houses (Ali Max) so we don’t use other shipping agency like DHL and FedEx. We can buy the goods from its systematic and effective website. The web portal of Alibaba.com is very simple and detail. They provide each and every detail in the web like pricing, feature and company name. If we have any problem then we can also discuss with Alibaba.com team through this web, in web portal has included the chat feature so we can easily communicate with them. In Alibaba.com sometimes we negotiate the price by doing the discussion/chatting of Alibaba.com representative. When I was studying in Undergraduate level and we had a major research work on the topic "Power line communication system” we ordered the product from Alibaba.com and they were able to send the product within five days. So we were able to submit our major project on time. Due to this the Alibaba.com really made me happy at that time. It directly or indirectly added the value in my life through my academic success. So finally, we can clearly say that marketing is all about creating, communicating and delivering the customer value. So the main purpose of big online business houses are how to make money through marketing career.
References
Batra, R., & Keller, K. L. (November 2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80 , 122-145.
BRENNAN, T. (2017). ALIBABA’S NEW ‘UNI MARKETING’ A GAME CHANGER FOR BRANDS. Ali Z illa News Portal of Alibaba Group .
Kotler, P., & Keller, K. L. (2011). Marketing Management. New Jersey: Prentice Hall.
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According to the American Marketing Association, integrated marketing communications(IMC) can be defined as "a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time”. (Kotler & Keller, 2011). Integrated marketing communications cover the broader concept which approaches planning marketing and promotion programs and coordinating various communication functions. It helps an organization to develop a total marketing communication strategy that includes advertising, direct marketing, interactive or internet marketing, sales promotion, publicity or public relations and personal selling.
At present, the IMC has enabled marketers to utilize the new ways of communicating in order to achieve its specific communications objectives. Initially, marketer used traditional promotional mix elements that included advertising, sales promotion, public relations and personal selling to promote their brand’s features and competitive superiority. On the contrary, today, marketers have the richer array of communications possibilities in addition to those traditional means. It means direct marketing and online/internet and digital marketing is added that helps the marketer to reach their audience quickly to promote their brand and its offerings. (Batra & Keller, November 2016).
Alibaba.com is the largest E-commerce platform in the world and it is also delivering the product in all over the world. Alibaba.com CEO Jackma said that "Yours main duty is only manufacturing the product and we are the bridge between you and the consumer.” So from this statement we can clearly conclude that Alibaba.com enable business to transform the way they market, sell and operate Alibaba.com provide the fundamental technology infrastructure and marketing research to help merchant, business and other business. Alibaba.com business are comprised of core commerce, cloud computing, digital media, entertainment, innovation, initiative and others. Alibaba.com has a strategic relationship ship with art financial services (BRENNAN, 2017). Alibaba.com has also its own online payment platform (Ali pay) so that customers can easily order the product and pay the price through Alipay.com. The main thing about Alibaba.com is, the design of website has a direct impact between customer and seller. It has very simple layout so any non - technical resources can use and order the product and pay the price very easily by using their web portal. They make the system easier and hope everyone are satisfied to use the system They are one of world largest online marketing portal and they have lakhs of item in their web portal and we case buy this from our home very easily. They have own shipping and delivering houses (Ali Max) so we don’t use other shipping agency like DHL and FedEx. We can buy the goods from its systematic and effective website. The web portal of Alibaba.com is very simple and detail. They provide each and every detail in the web like pricing, feature and company name. If we have any problem then we can also discuss with Alibaba.com team through this web, in web portal has included the chat feature so we can easily communicate with them. In Alibaba.com sometimes we negotiate the price by doing the discussion/chatting of Alibaba.com representative. When I was studying in Undergraduate level and we had a major research work on the topic "Power line communication system” we ordered the product from Alibaba.com and they were able to send the product within five days. So we were able to submit our major project on time. Due to this the Alibaba.com really made me happy at that time. It directly or indirectly added the value in my life through my academic success. So finally, we can clearly say that marketing is all about creating, communicating and delivering the customer value. So the main purpose of big online business houses are how to make money through marketing career.
References
Batra, R., & Keller, K. L. (November 2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing: AMA/MSI Special Issue Vol. 80 , 122-145.
BRENNAN, T. (2017). ALIBABA’S NEW ‘UNI MARKETING’ A GAME CHANGER FOR BRANDS. Ali Z illa News Portal of Alibaba Group .
Kotler, P., & Keller, K. L. (2011). Marketing Management. New Jersey: Prentice Hall.