These can entail the television, the radio, the Internet and other related disciplines. Since the electronic marketing discussion is centered on a wider spectrum than relationship marketing, its positives, as well as negatives, are immensely drawn so as to gain a fair enough understanding. Within electronic marketing, the Technology Acceptance Model (TAM) pertains to how users adopt a particular technology based on the factors of perceived usefulness coined by Fred Davis or perceived ease of use (Son, Kim and Riggins, 2006: 473-508). In relation to electronic marketing, the consumers quickly which of the two sub-factors of TAM have to be employed and what they can gain out of it. It would be fair to suggest that the integrated marketing communication (IMC) combines all other forms of marketing in such a way that the resultant effect is wholesome and facilitates in making the marketing process much easier than one can think of.
This is the reason why IMC is hailed as a tool that delivers sound results and often times more than relationship and electronic marketing quarters, either in individual or in combination.
The IMC effect supersedes just about everything that comes under the direct aegis of marketing and resolves issues which would seem almost impossible to avoid (Kam, Han and Schultz, 2004). These three forms of marketing more or less dictate how well the message reaches the intended audience and what kind of message is absorbed by them so that they can bring about the sale process which is the eventual end goal for the sake of the business which has devised marketing to begin with. Consumer satisfaction, their and returning back to buy the same product or avail the service yet again are the hallmarks of a good marketing strategy that the organization shall have at any given time. Since relationship marketing asks the marketing team to visit the consumers where they reside, work or hang out, it becomes an even more difficult task for this team to locate them firstly and then connect with them through their intended message.
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