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C/EI/189. Marketing mix of ECS during the recession

WORDS:: 3100
DATE:: 2011
PRICE:: 39.99 GBP

This paper examines business to business marketing, and focuses on ECS, a company that provides IT services. The paper aims to assess the ways in which ECS should adapt their marketing mix to face the challenges the recession has brought. The paper begins by providing a detailed background to the topic. The changes that need to be made to remain competitive in the advertising sector are assessed, and the paper looks at topics like package deals, direct selling, online marketing, and promotional pricing. Relationship variables and business networks in integrated marketing communications is then examined. The challenges ECS face compared to other companies engaged in consumer marketing are highlighted, and these include stronger competition and less mass production. The paper concludes by summarizing how ECS can face the recession and still remain strong.

KEYWORDS: business to business marketing, ECS, IT services, marketing mix, recession, package deals, direct selling, online marketing, promotional pricing, competition,