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S/M/31. Sainsbury's Marketing Communications Strategy

WORDS:
4500
DATE:
2003
PRICE:
49.99 GBP

This paper provides an overview of Sainsbury's marcoms (Marketing Communications) activities and critically evaluates whether its communications are truly integrated based upon marcoms (Marketing Communications) and IMC theory. It concludes by a set of recommendations to improve IMC at Sainsbury's and then moves from the case specific to more general applications as a number of generic critical success factors which are key to successful IMC are identified.

 

KEYWORDS: sainsbury, marketing, communications, strategy,

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