5

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4

5

6

context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

• Pull… to influence consumers

• Push… to influence the channel members or provide

information

• Profile… to influence a range of stakeholders

1

2

3

Wholesaler or distributor

Wholesaler or distributor

Local communities

Strategic balance…

Internal marketing communications…

It is simply internal communications to an important or central audience

What business (market) they are in…

When identity is important

Employees need to deliver both functional and emotional dimensions

Impact on employees...