1.0 Introduction In past years, the marketing department of Mtone Wireless Inc built strong barriers around the various marketing integrated marketing and promotional functions, and planned and managed them separately with different communications budgets, different views of the market, and different goals and objectives. These marketing people failed to recognize that the wide range of marketing and promotional tools must be coordinated to communicate effectively and present a consistent image to target markets. Actually, in the …showed first 75 words of 1138 total…

…showed last 75 words of 1138 total…It also force Mtone to adopt IMC programs that it will lead Mtone effectively continue its position in mobile entertainment market. A successful IMC program requires that we find the right combination of promotional tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use. To accomplish this, those responsible for our company's communications efforts must understand the role of promotion in the marketing program.