Promotions and Marketing Strategy

As mentioned earlier, the focus in this course is the promotional variable of the marketing mix. However, the promotional mix must be an integral part of the overall marketing strategy. A company can spend significant amounts of money on advertising and promotion but if the product quality, price, and distribution decisions are not performed properly, then the strategy is destined to failure.

Therefore, we have to pay a close attention to how marketing strategies influence the role of promotion and how promotional decisions could be coordinated with the other areas of the marketing mix. We can illustrate this process as follows: