marketing case study essay

You have been given a short-term internship with a Marketing Research company who provide analysis of the latest insights and thinking from academic research for their commercial clients.

Your first task for this company is to write a 1,500 word report (excluding references and appendices), that focuses on the issues a firm should take into consideration and be aware of when preparing an integrated marketing communications plan using top-down and bottom-up approaches.

In particular you need to be able to clearly outline how: Consumers use information from different sources to decide what to buy, what the information needs are when making purchase decisions, and what media channels are most appropriate at each stage.

You boss has directed you towards a paper that they can’t bothered to read but have heard is the best paper on the issue that you may want to read as a starting point for tackling this project. The paper is:

Batra, Rajeev & Keller, Kevin Lane, (2016), “Integrating Marketing Communications,” Journal of Marketing, 80, 6, November, 122 - 145.

Habilidades: Análise de Negócios, Redação Comercial, Marketing, Elaboração de relatórios, Research Writing

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