Essay study book Principles and Practice of Marketing, 9e of David Jobber, Fiona Ellis-Chadwick - ISBN: 9781526847232, Edition: 9, Year of publication: - (Harts Hotel)
Summary of Principles and Practice of Marketing, Ninth Edition
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Nottingham Trent University
Integrated Marketing Communication
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, Contents
Executive Summary........................................................................................................... 3
1.1 Introduction.................................................................................................................. 5
1.2 Situation....................................................................................................................... 5
2.2. Targeting..................................................................................................................... 7
2.3. Positioning.................................................................................................................. 8
3.0. Internal Communications............................................................................................ 9
4.0. The Benefits of Branding........................................................................................... 11
......................................................................................................................................... 14
5.0. Building Creditability................................................................................................. 14
6.0. Marcomms Plan......................................................................................................... 15
6.1. Development of Hart’s Hotel Marketing Communication Plan...................................15
6.2. Marcomm Tool 1....................................................................................................... 16
6.3 Marcomm Plan 2........................................................................................................ 17
6.4. Marcomm Tool 3....................................................................................................... 20
Control............................................................................................................................. 22
Budgeting........................................................................................................................ 23
Summary of Recommendations.......................................................................................24
References....................................................................................................................... 25
Appendices...................................................................................................................... 26
Executive Summary
As not all target segments remain profitable due to increased competition in the market.
Firstly, this report recommends Hart’s Hotel to identify a new segment and achieve to
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