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The promotion (P) of the marketing mix includes advertising, sales promotion, personal selling, direct marketing and public relations. Public Relations (PR) “is a strategic communication process that builds mutually beneficial relationships between organizations and their publics” (Green & Keegan, 2020, pg 431). When a company embraces integrated marketing communications, it recognizes that the various elements of a company’s communication strategy must be carefully coordinated. Review the Toyota crisis article carefully, and search the web for more information needed to understand their case of PR.
In your initial post,
Determine four major difficulties that can compromise an organization’s attempt to communicate with customers in any location. Provide examples.
Explain the issues that can arise in markets in different countries when marketers decide to implement a global sales promotion strategy.
Differentiate between personal selling and direct marketing.
