The document discusses integrated marketing communications and industrial marketing communication. It defines marketing communication and IMC. Promotion platforms include direct marketing, PR, events, advertising and personal selling. The planning process involves identifying the target audience, objectives, channels, budget and measurement. Industrial communication differs from consumer marketing in that it is more information driven, uses personal selling more, and targets a limited market. Personal selling, advertising, trade shows, direct mailers and the internet are commonly used industrial platforms. The document also provides examples of trade shows and conferences as communication tools.

1. MARKETING COMMUNICATION

3. Promotion Marketing Communication Platforms Direct Marketing PR & Publicity Events/ experiences Advertising Personal Selling

4. THE PLANNING PROCESS Identify target audience Determine objectives Design communication Select channels Establish budget Decide on media mix Measure results Manage IMC

7. Source: Business Marketing Association, USA, 2008 www.businessinfoline.com , May 20, 2009 The division of an average B2B marketing communication spend Activity USA (in billion $) India (in lakhs, INR) Trade Shows/ Events 17.3 803 Internet 5.5 124 Magazines 10.8 277 Publicity/ PR 10.5 270 Direct Mail 9.4 110 Dealer/ Distributor Material 5.2 186

21. IIJS INDIA

27. CASE STUDIES

32. SKF KNOWLEDGE CONFERENCE

34. SKF KNOWLEDGE CONFERENCE

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