Marketing Process & Planning for Desklib Online Library

This article discusses the marketing process & planning, functions, mix, and Tesco case study. It explains the concept of marketing in the 21st century, the role of marketing function, and how it interacts with other departments. It also covers the extended marketing mix and how it contributes to the success of the organization. Additionally, it provides a comprehensive media plan that supports the planned marketing campaign.

Higher National Diploma in Business
Management
Unit 2 Marketing Process & Planning
The Marketing Concept,
Functions and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction 3
2.0 An explanation of the concept/definition of marketing in the 21st century
3
3.0 Description of the role of marketing function with examples from the
chosen organisation 4
4.0 An analysis of how the marketing function works and interacts with other
departments 5
5.0 An explanation of the extended marketing mix and examples from selected
supermarket 5-7
2.0 An evaluation of how the marketing mix adopted by the selected
business (or business unit) contributes to the success of the organisation in
meeting their overall business objectives 7
3.0 Recommendations 7
9.0 Conclusions 8
References 8
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1.0 Introduction
Marketing is an activity of analysing, identifying and distributing goods to fulfil
desire and demands of the market. The report briefly explains the concept, definition
of marketing in 21st century. The project also illustrates the key functions of the
marketing department inside the company, as well as how it operates and
collaborates with other departments. Marketing usually plays an significant role in
assisting the business and vision of the enterprise. Additionally, study reveals Tesco
marketing strategy mix. Tesco is a British multinational retailer and has its
headquarters in Welwyn Garden City, England. Tesco was established by Jack
Cohen in 1919 in London. It provide extensive range of products, like clothing, food
accessories, stationery and electronics.
2.0 An explanation of the concept/definition of marketing in
the 21st century
In 21st century marketing function consider providing significant value to the
consumer by acknowledging them with the help of advance technology and digital
apps. (Boyd and Koles, 2019). In present scenario marketers uses advance and
traditional platform to convey their message and create awareness about their
products and services. The conception of marketing states that in order to attain
business objectives the marketers must evaluate the desire and need of prospective
consumer and effectively fulfil their wish to stand ahead of its competitors. To
understand the taste, preferences, needs and wants of its customers Tesco must
analyses and study the concept of marketing. Marketing may also be referred to as
the exercise of finding and creating utility to accomplish the demands of the target
market segment. Prior to 21st century business used conventional and traditional
channel to promote their goods and services. With the advancement in technology
organization has began to use digital platforms to target their potential customers.
Marketing is the way in which the company determines its best opportunities in the
marketplace, given its objectives and resources.
3.0 Description of the role of marketing function with
examples from the chosen organisation
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The marketing function of Tesco pays definite attention on promoting their
products and services through aggressive selling techniques like digital marketing
and effective advertising. Tesco focus on cost leadership strategy which help it to
gain the attention of customers and this serves as the biggest advantage to the
company. The marketing branch of Tesco serves as key factor in determining the
success of the whole organization.
 Digital presence- A strong and productive website will benefit the company
to develop effective digital presence and convey quality details and
description to its customers. The branch of marketing must assure that the
company has operative website to create awareness among ultimate
customer. If the marketer lacks to make an effective website it will lose lot of
potential buyers. Moreover, it is essential for every business owner to
maintain a proper working website. Tesco marketing department will be
responsible for keeping website intact and ensure that it is easy to use for its
customers. (Nam, et.al, 2021). The company spend 30% of its earning on
online presence.
 Promotional activities- Promotion helps to set business apart fro its
competitors. Tesco marketing department is constantly working to create new
product line for its customers to satisfy their growing demand. The company
recently launched new farm brand products.
 Marketing research- Market analyses is best tools by which a company can
understands its customers and understand their needs and wants. It provides
information that is use to gather market knowledge and improves the
marketing tactics and strategies.
 Conducting marketing campaign- Tesco emphasises on conducting
Marketing campaigns, as it will help to increase brand visibility and helps firm
to reach their target customers. (DZHALOLOVNA, 2020). Conducting
campaign will help Tesco to understand the target audience and latest market
and industry trends.
4.0 An analysis of how the marketing function works and
interacts with other departments
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Every branch need to communicate with one another for better functioning of
the organization. Accurate and efficient communication between different
departments builds trust within the organization.
 Operations and marketing department- The marketing branch has to
interrelate with production department. The marketers will conduct research
and share the collected data to the production team and then they will develop
the product to fulfil the demands of its customers. (Tadj and Djemili, 2022).
The operation department have to follow deadline set by marketing section to
provide products as soon as possible to gain competitive edge in the industry.
 Finance and marketing- The finance section is responsible for providing
specific budget to every department to perform their respective task. Finance
department has to connect with marketing branch to assure its activities
operates in the budgeted amount. (Lin and Lucas, 2018). The financial brand
will also responsible for maintaining the financial accounts and the cash flows
of the company.
 Human resource and marketing- The marketing function of Tesco will
require to relate with the human resource section to ascertain valuable
candidates are been recruited in the company to make sure organization
success. (Saidi, 2019). The HR department will help in bringing new and fresh
talent in the organization through recruitment process and train them
according the companies requirement.
5.0 An explanation of the extended marketing mix and
examples from selected supermarket
The seven elements of marketing serves as a strategic planning tool that a
organization use to elevate its services and product in marketplace. (Lahtinen,
Dietrich and Rundle-Thiele, 2020) It is also referred as the combination of marketing
strategy that a firm use to accomplish its marketing objective in the industry
environment. The seven elements of marketing of Tesco is briefly described below:-
 Product- Product symbolize the product and services that an organization
offers its customers in order to satisfy their basic needs and desire. To
productively and constructively market a product and service, it is important to
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carefully scrutinize what differentiates it from competitive products and
services. Tesco offers expanded range of products including clothing,
groceries and stationery.
 Price- Price element of marketing mix determine what customers offer in
exchange of product and services. A depth research is required to regulate
and ascertain the price of the product. Tesco follows cost leadership pricing
strategy. It aims to maintain low price to attract its customers.
 Place- The location where a company has to establish its store is significant
in determining the success of the company. So, Tesco must carefully identify
areas where it want to establish its presence.
 Promotion- This part of marketing mix consist of all promotional activities that
a company plans in order to promote its product in market its includes, sales
promotion, personal selling, advertising etc. Tesco uses numerous
conventional platform such as newspaper, television and other digital platform
to convey their message to its customers. It also provides suitable discounts
to attract and retain its customers.
 People- Human resource plays an important role in achieving organization
success as they are the key presenter of the company. The company must
ensure that they are hiring right candidate who will effectively contribute in
achieving companies goals and objectives. Tesco has great human resource
and it spends a lot of time and money in training and development of its
employees.
 Process- This element of marketing mix represent that a company should
have a well establish business process in order to avoid any mistake and to
minimize cost. Tesco follows a standardized process to accomplish a task.
 Physical evidence- Tesco enjoys a strong brand image in the market. The
website of Tesco is easy to use and operate. It is feasible to navigate all the
products and it offers attractive discounts to attract customers.
2.0 An evaluation of how the marketing mix adopted by
the selected business (or business unit) contributes to the
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success of the organisation in meeting their overall
business objectives
The marketing strategy of Tesco assist to gain competitive advantage in the
market segment. The company offers wide range of products including groceries,
electronics, clothing etc. and follows a pricing strategy of cost leadership to allure its
customers. The company implements a wide variety of media for advertising, and
online platforms. However, Tesco must analyses what its competitors are doing to
attract its customers and try to offer certain discounts and rewards to expand its
market segment. Tesco has its roots in many countries which help in targeting more
customers.
3.0 Recommendations
Tesco must work on to build its customer trust and strengthen its programme
of loyalty. This scheme will provide people to get reward and discounts and it will
benefit Tesco to expand its customer and gather knowledge about expenditure
pattern of its customers. The company may also adopt the method of product
penetration to increase profitability. Tesco must ensure and check the quality of
machines as it may cause wastage of food during the logistics process. Tesco need
to evaluate its retail market needs to avoid providing excessive supply of fresh
groceries in the market.
9.0 Conclusions
As per the above report, it can be stated that it is important for businesses to
build digital presence with traditional stores to attract and retain their customers in
21th century. Further the project demonstrates the major functions of marketing
department and how they interact and collaborate with other departments in the
company to ensure success of the organization. In addition to this, the report
emphasises on the marketing mix strategy used by Tesco to stay ahead in the
marketplace. This Repost also states some recommendation that Tesco must
implement within the company.
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References
Books and Journals
Boyd, D.E. and Koles, B., 2019. An introduction to the special issue “virtual reality in
marketing”: definition, theory and practice. Journal of Business Research,
100, pp.441-444.
DZHALOLOVNA, M.S., 2020. The Role of Marketing Research in the Formation of
Competitive Advantages. JournalNX, 6(10), pp.403-406.
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Lin, P. and Lucas, R., 2018. THE RELATIONSHIP BETWEEN MARKETING AND
FINANCE.
Nam, S.H., Kim, H., Chang, B.H. and Chan-Olmsted, S.M., 2021. Marketing
theatrical films for the mobile platform: the roles of web content/social media,
brand extension, WOM, and windowing strategies. International Journal of
Mobile Communications, 19(4), pp.413-438.
Saidi, Z., 2019. THE MOTIVATION AND EMPLOYEE’S ENGAGEMENT BETWEEN
INTERNAL MARKETING AND HUMAN RESOURCES MANAGEMENT.
Tadj, L. and Djemili, S., 2022. Joint optimization of the marketing and operations
functions. OPSEARCH, 59(2), pp.574-593.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational
mission, corporate strategy and objectives 11
2.0 Clear and SMART marketing objectives 11
3.0 Marketing research to support the new product line launch 12
4.0 A situational analysis 12-16
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis 12-14
4.2 A competitor analysis including the market segments 14
4.3 Sub-segments 14
4.4 Articulation of the new product value-proposition in the eyes of the
customer 14-15
4.5 Development of the marketing strategies applied to the extended marketing
mix 15
4.6 Setting of an overall marketing budget, including allocation of planned
spend 15-16
4.7 Tactical actions 16
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value (CLV)
16
5.0 A comprehensive media plan that supports the planned marketing
campaign 17-18
5.1 A media budget 17
5.2 Recommendations and rationale for selected and integrated multi-media
activities within the set budget that meet the marketing objectives 17
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5.3 Appropriate digital, offline and social media channels for communication
18
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria 18
References 19-20
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1.0 How the strategic marketing plan links with the overall
organisational mission, corporate strategy and objectives
The Marketing strategy assists in discovering the various areas affected by the
organizational growth and further helps in creating the organizational plan to cater its
customer's needs (Stevens, et. al, 2021). Strategic marketing analyses various
factors such as: Performance of the organisation, competitive environment, to
achieve organisational goals, competitors and demographic behavior of the
customers. Tesco focuses on attracting the customers via their signature strategy of
low price. Also, it makes substaintial use of print and media advertising as their
tested channel to send promotional messages to their current and potential
customers.
2.0 Clear and SMART marketing objectives
Marketing objectives are those objectives which are measurable to map out the
efforts in a strategic and focused way to attain the output an organisation desires to
generate from its marketing activities. To be effective one should follow the SMART
philosophy. The SMART acronym stands for:
 Specific:- Clear and focused on one target are specific objectives. Tesco
displays its objectives in figured out way where whole team understands the
objectives and importance of it.
 Measurable:- Quantifiable with an attached metric is measurable objectives.
Tesco with the help of key performance indicators attached to the mission
evaluates the percentage of goals achieved.
 Attainable:- Objectives which are realistically able to be achieved. Tesco
focuses on each of its objectives to be attained realistically.
 Relevant:- Reasonable, resourced and results based objectives are relevant
objectives.
 Time-bound:- Every objective needs a target date to accomplish, so that an
organisation have a deadline to focus on and something to work towards.
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3.0 Marketing research to support the new product line
launch
A marketing research for developing a new product line is all about determining
opportunities and finding out the worth introducing that product idea to the market
audience. Marketing research and strategy that Tesco introduced was to launch a
new line of farm brand products. This re-branding of products like beef, fish, pork
and fruit allowed the company to appeal the cost-conscious consumers who didn't
previously value the offerings from Tesco. The firm understoods the need to
compete in the said category and accordingly the prices were reduced. The result
was a vast increase in the farm and fish sales along with the new price point.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools
including SWOT, Pestle and 5C analysis
A marketing audit is a complete exploration and analysis of the entire marketing
environment of a business, assessing everything from strategies and targets to
particular marketing activities (Kupec, 2018). Various analytical tools have been
discussed below to understand the marketing strategies of Tesco:
1. SWOT Analysis
Tesco's SWOT Analysis describes its internal benefits, obstacles holding it back,
opportunities towards progress and external factors threatening the company (Teoli,
Sanvictores and An, 2019).
 Strengths: Its internal benefits to ascertain its growth. There are numerous
strengths of Tesco, for instance Wide range offerings, Vast store network in
Britain, Globalization, Dominating Market Share, Worldwide brand value,
employee praised company.
 Weaknesses: Obstacles with Tesco which are held back. There are several
weaknesses of Tesco, such as: Legal battles, Inexpensive Techniques, Poor
operational performance in some countries, Downfall of markets in Japan and
US.
 Opportunities: Event of situations to enhance Tesco's growth. There are
various situations of growth faced by Tesco such as: Imminent arrival of
markets, Online sales platforms, Business partnerships, Emerging
Technologies, Saving the shipping cost.
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 Threats: External factors setting down Tesco at a disadvantage. There could
be various external factors faced by Tesco, for instance: COVID-19 pandemic,
Emerging Competitors, The deal of Brexit & Supply chain, Scandals.
2. PESTLE Analysis:
Evaluating key external factors influencing Tesco (Buye, 2021):
 Political Factors: Many political factors could be exposed that can affect the
operations of Tesco which includes Tax rates, Legislations, instability in the
political environment, unemployment rates, economic condition of the
countries.
 Economical Factors: Labor cost is a crucial economical factor that could affect
the British Supermarkets. The main point of concern about these factors for
Tesco, as they are most likely to lift up the costs, demand, profits and prices.
 Social Factors: Consumer shopping trends are dynamically changing over the
time. Tesco have increased the number non-food offerings for sale. The
variety of goods and services demanded by the consumers is generally
influenced by their beliefs and attitudes which are influenced by the social
environment and conditions.
 Technological Factors: The advancement of technology has brought
numerous new opportunities. Tesco has introduced RFID Technology to
enhance in-store experience for their customers in which it automatically
counts the stock and remove the same after sale. Also, now the customers
can pay according they want to, the company has developed its own online
mobile payment system namely, PayQwid.
 Environmental Factors: Tesco encourages its consumers to shop at the
website, i.e. tesco.com. Also, The fuel-saving routes will be used by the
Tesco van drivers along with they will also collect unwanted plastic bags from
customers and recycle them. Furthermore, the company is aimed towards
minimizing the waste produced in their stores by increasing social conscience
among its customers.
 Legal Factors: The Government policies & legislation also directly impact the
performance of Tesco which have faced legal action for accounting fraud and
misleading the investors. Further, the company agreed to pay GBP 12 million
to settle the legal actions. In accordance with Food Retailing Commission
(FRC) strict code of practice Tesco must perform its business operations.
3. 5C Analysis
The 5C analysis of Tesco is as under:
 Company: Tesco PLC a leading British grocery and general merchandising
company established & founded by Mr. Jack Cohen in the year 1919 and
headquartered in Welwyn Garden City, Hertfordshire, England. It is the
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market leading company in the world comprising it business operations in 16
countries around the globe with more than 7800 retail stores.
 Collaborators: Tesco is working with thousands of strategic partners and
suppliers. The firm offers both its own label products and branded or
collaborated products. Therefore, suppliers are categorised as British own
label suppliers: ‘ROI (Republic of Ireland) own label suppliers, etc.
 Customers of Tesco: Tesco places its customers at the top of everything it
does. Antecedently, its consumers are one of the three pillars around which
the business of the company is organised. To deliver the best service possible
considers listening to customers.
 Competitors of Tesco: In United Kingdom, Tesco faces rigid competition
from ASDA, Sainsbury’s, Morrisons, Lidl, and Aldi, etc. Therefore, the
company has implemented numerous strategies to beat the competitors.
 Climate of Tesco: The last C of the 5C analysis is the climate which is also
known as context. Numerous macro factors impact on the operations of Tesco
PLC.
4.2 A competitor analysis including the market segments
The major competitors of Tesco in the UK retail industry are Sainsbury’s, Asda,
Morrisons, Aldi, Co-op, Lidl, Waitrose, and Iceland. In the oligopoly market of UK,
Tesco fights with its competitors in the different market segments and by applying
different strategies (Pantano and Vannucci, 2019.). Groceries, Clubcards, Bank,
Mobile, Clothing, etc are the different market segments in which Tesco competes
with its aforementioned competitors.
4.3 Sub-segments
Tesco deals in more than 16 countries globally where Penny market, CBA,
Carrefour, Walmart, SPAR, Aldi, and Lidl are some of the biggest competitors of the
company in global markets. Antecedently, the company also recognise Amazon as a
formidable competitor.
4.4 Articulation of the new product value-proposition in the eyes of the
customer
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The brand Tesco is valuable due to the recognition, trust and loyalty that it inspires in
consumers. These values facilitate the growth of the company's core grocery
retailing business along with aiding the success in new business areas including e-
tailing, financial services and non-food retailing. Tesco's value proposition is to
provide customers with the products and render services that they want at a low
price rate (Petänen and Antikainen, 2021). Also, the company executes this
proposition via numerous channels, including hypermarkets, grocery stores,
convenience stores and online.
4.5 Development of the marketing strategies applied to the
extended marketing mix
Tesco have initiated many tactics over the years to engage with its customers. But
its customer focus marketing have helped them generate its increased operational
profits. The company has also adopted various development in its market strategies
with the span of time applied to its extended marketing mix (Lahtinen, Dietrich and
Rundle-Thiele, 2020). Further there are numerous ways to develop its marketing
strategy to boost its marketing mix, such as: Shifting towards digital marketing;
Changing or overhauling the product packaging; Customising the media and
advertisements, etc.
4.6 Setting of an overall marketing budget, including allocation of planned
spend
The mission of Tesco is to build value added products for its consumers that will help
them to earn more keeping the factor of faithfulness considering the long run.
Marketing objectives of the company in the upcoming 2 years are:
 To increase its overall sales of the clothing category upto 40-50%
Budgeted Profit and Loss Statement
Particulars Amount Amount
Sales revenue 40000
Less: Cost of Sales 11468
Gross Profit 28532
Operating Expenses:
Salaries 5000
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Rent 1150
Rent of Machinery 500
Assembling 400
Buye, R., 2021Promotion & Advertisement 852
Legal 600
Transport 596
Vehicles 295
Insurance 980
Maintenance 1400
Interest on Loan 70
Miscellaneous 310 12153
Net Profit for the year 16379
4.7 Tactical actions
Tesco is one of the top global retailers. It makes extensive use of print and media
advertising as a tested promotional channel of its product portfolio to send
promotional messages to current and potential customers.
In view of expansion of its business, improving operations and customer service,
increasing profitability, it could adopt the following tactical actions:
1. Creative use of technology: Tesco being the largest retailer can use the new
and advanced technologies in a creative / innovative way to attract and retain
the customers in its supermarket stores.
2. Branding & Advertisements: Use of media including a promotional message
by casting of famous celebs, idols, role models, could help tesco expand its
business.
4.8 Identifying appropriate control and monitoring measures to
ensure achievement of objectives including metrics to measure
success such as Return on Marketing Investment (ROMI) and
Customer Lifetime Value (CLV)
To keep the consumers loyal Tesco renders numerous rewards to them, e.g. by
using the club-card to provide the extensive range of products with the high quality.
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To monitor and control the achievements on the marketing campaign and output
profitability Return on Marketing Investment & Customer Lifetime Value metrics
could be used (Basile, 2019). Tesco is stepping forward by its innovative and
creative use of technologies and customer satisfaction programs. Recently, the
company has launched a frictionless store in central London incorporating the use of
computer vision technology supplied by Israeli artificial intelligence startup Trigo.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
One of the first step in creating an effective marketing campaign is planning an
advertisement budget or media budget. A budget which is kept aside by an
organisation to accomplish its marketing objectives of its products is known as a
Media Budget (Mav, 2022.). Tesco uses digital, offline and social media as a source
of adverstisement along with the Hoardings, television advertisements, and various
charitable events as the promotional channels to promote the brand. It also uses an
extensive range of promotional discounts and offers to attract more consumers, such
as buy one get one, etc.
5.2 Recommendations and rationale for selected and integrated
multi-media activities within the set budget that meet the marketing
objectives
Exploring the media planning strategies could help marketers effectively to choose
the right media platform for sharing the message to a relevant audience. All of
Tesco’s advertisements focus on one thing, i.e. its low prices. It also uses the
Clubcard service to provide customers with additional discounts and offers. The
company could adopt various innovate advertisements to promote their products to
the relevant audience, such as:
 Tesco should use the media including a promotional message by casting of
famous celebs, idols, role models, could help tesco expand its business.
 The company should promote and advertise its offers, schemes through both
online and offline platforms i.e. newspapers, social media platforms, etc.
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 For new launchings & products the company could use paid activities over the
online social platforms like Facebook, Twitter, Instagram, Snapchat, etc.
performed strongly, with creative assets developed for each of its platform.
5.3 Appropriate digital, offline and social media channels for
communication
Tesco has a cultivated online strategies that enables seamless digital shopping for
its consumers. Moreover, the company's eCommerce strategy reflects the brand’s
commitment towards the values and convenience (Smith and Zook, 2019).
 Digital Channels: Tesco has launched Click and Collect services system
which enable its consumers to purchase their respective groceries online and
collect them from any nearby operating store. Tesco Direct is the online
platform which allows the consumers to procure numerous electrical goods,
clothing and general merchandise (Peter and Dalla Vecchia 2021).
 Offline Channels: It makes ample use of print and media advertising as a
source to promote their products.
 Social media Channels: Tesco uses numerous social-media platforms, for
instance Facebook, Twiter, Pinterest, Instagram, Google+, etc. as a
communication channel to the market audience (Atherton, 2019).
5.6 Full justification for a multi-media plan based on quantitative
and qualitative criteria
Quantitative Criteria: Quantitative measures includes numerous methods for data
collection including telephone surveys, mail surveys, and internet surveys (Dunham,
2020). Tesco spends upwards or an average of 80 million pounds every year on
advertising.
Qualitative Criteria: In contrast, qualtitaive measures include the content, field
observations, promotional messages, case studies etc. Tesco has introduced QR
codes in press ads to allow smartphone users to scanm the barcode and go directly
to its website.
References
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Books and Journals
Stevens, R.E., Loudon, D.L., Wrenn, B. and Warren, W.E., 2021. Marketing planning
guide. CRC Press.
Kupec, V., 2018. First Step of Marketing Audit: Risk Analysis. Marketing Identity,
6(1/1), pp.370-380.
Teoli, D., Sanvictores, T. and An, J., 2019. SWOT analysis.
Buye, R., 2021. Critical examination of the PESTLE analysis model. Action
Research for Development: Research Gate.
Pantano, E. and Vannucci, V., 2019. Who is innovating? An exploratory research of
digital technologies diffusion in retail industry. Journal of Retailing and
Consumer Services, 49, pp.297-304.
Petänen, P. and Antikainen, M., 2021. Constructing customer value propositions in
sustainable business model innovation. In ISPIM Conference Proceedings
(pp. 1-18). The International Society for Professional Innovation Management
(ISPIM)
Lahtinen, V., Dietrich, T. and Rundle-Thiele, S., 2020. Long live the marketing mix.
Testing the effectiveness of the commercial marketing mix in a social
marketing context. Journal of Social Marketing.
Basile, V., 2019. Marketing performance measurement in FMCG: share of wallet in
retailing industry. Marketing performance measurement in FMCG, pp.1-262.
Mav, M., 2022. MEDIA STATEMENT IDEAS: Budget process must be maintained
for full budget.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature
review for the identification of digital marketing channels and platforms. New
trends in business information systems and technology, pp.251-265.
Smith, P.R. and Zook, Z., 2019. Marketing communications: Integrating online and
offline, customer engagement and digital technologies. Kogan Page
Publishers.
Atherton, J., 2019. Social media strategy: A practical guide to social media
marketing and customer engagement. Kogan Page Publishers.
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Dunham, R.S., 2020. Creating a Multimedia Project. In Multimedia Reporting (pp.
317-343). Springer, Singapore.
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