International Journal of Economic and Business Management
 

 Vol. 6(3), pp. 24-31, October, 2018.

ISSN: 2384-6151

DOI: 10.14662/IJEBM2018.021

Full Length Research

Another Look at the Concept of Marketing, Market Segmentation and the Dichotomy That Exists Between Integrated Marketing Communication and Sales Promotion

Oberiri Destiny Apuke

Department of Mass Communication Taraba State University Jalingo, Nigeria.

Phone Number: +234 7068851417. Email: apukedestiny@gmail.com

Accepted 28 September 2018

This paper delineates what marketing is and further explains how a marketer or advertising marketer should segment his market. It likewise demonstrates the dichotomy that exists between integrated marketing communication and sales promotion. The paper adopts a qualitative research approach and used Google and Google scholar as the means of data search and retrieval. However, it was difficult to solely depend on electronic sources, hence, relevant print literature such as journals and books were also consulted. The study was undertaken between February and March 2018. It was deduced from this study that marketing is an organizational function and a set of processes for creating, delivering, communicating value to customers, as well as managing customer relationships in ways that also benefit the organization and its shareholders. It was also revealed that market segmentation is the process of dividing consumers in a given economy into target markets. The findings also disclosed that integrated communication merely implies the use of marketing strategies to enhance the communication of a consistent message of a company's brand to stakeholders. Whilst sales promotion is marketing activities that are usually made for a specific time, place or customer group with the aim of stimulating immediate sales. Therefore, integrated communication extends to encouraging dialogue between customers and a company in order to create and nourish profitable relationships. Hence, it could be inferred that sales promotion is an element of the integrated marketing communication.

Keywords: Integrated marketing communication; market segmentation; marketing; sales promotion
 

Cite This Article As: Apuke, O.D. (2018). Another Look at the Concept of Marketing, Market Segmentation and the Dichotomy That Exists Between Integrated Marketing Communication and Sales Promotion. Inter. J. Econ. Bus. Manage. 6(3): 24-31.