COMMUNICATIONS

Communications and Media

Communications and Media

Integrated Marketing Communication

The concept of integrated marketing communication allows the company to promote its brand by using promotional mix, such as advertising, public relations, sales promotions, direct selling, the internet, ambient media, e-mail and many more (Blythe, 2009. p.27). Changing the perception of the John Lewis brand image is not easy, where the company has to use various mediums to communicate their message to the customers. John Lewis has expanded its marketing strategy for all kind of buyers by opening compact stores in prosperous small towns to beat the recession. The company has to use different medium ...