week 5 discussion 1 ( Brand Management, Integrated Marketing Communications, and Individual Sales Behavior)

Prior to beginning work on this discussion forum, read Chapters 15, 16, and 17 in your course textbook. Additionally read the article, Ending the War Between Sales and MarketingLinks to an external site..

You are taking on the role of a marketing manager working for a company that is seeking to strengthen its market position. Sales have been struggling, and the company has decided to implement a new marketing strategy that highlights the company’s exceptional customer service as a method of attracting and retaining customers. You have been tasked with providing senior management a brief explanation of the following criteria:

• Discuss how emphasizing the company’s exceptional customer service across multiple marketing channels relates to strong integrated marketing communications.
• Analyze how public relations influences strong brand management.
• Evaluate how individual salesperson behavior can influence the achievement of the scenario’s larger marketing strategy to provide exceptional customer service.