Starbuck's & IMC

Starbucks' key of success is the ability to change the perception consumers had about drinking coffee. With more than 6, 500 outlets across the world and the intention of increasing in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion. However, their way to success was not so easy and if we go back in 1971, we will find that coffee didn't look like it was a …

…including its eight key elements and how they are combined "into a single program or plan to express a consistent and effective marketing communication effort." The article concludes with nine ways to evaluate if an integrated marketing communications plan is getting results. Forse 9 4. Creating an Integrated Marketing Communications Plan http://www.estateplanningpartners.com/Tips09_29_2003.htm [Accessed 18 May 2004] This website defines Integrated Marketing Communications and explains how the planning process, target audience, marketing strategy are involved.