[IMC Planning Project for Nokia N8]

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Acknowledgement

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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Executive Summary

Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since. Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC. The multiplication of media, demassification of consumer markets, and the value of the Internet in today's society are just three of the areas in which technological innovation has impacted. This in turn left marketers in a challenging and competitive environment, trying to fulfill customer's wants and needs while also developing long-term relationships with them. IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on customer loyalty, which can only be created through strategic relationship building (Abecassis, 2006, 44).

To date, academic research on IMC has been limited. The majority of empirical research has been conducted with advertising and PR agencies or companies located in the United States with a clear tendency toward quantitative methodologies. Very few studies have concentrated on the business “client” perspectives within Europe.

Introduction

The giant mobile telephone company Nokia had its source in 1865, when excavation technician Knut Fredrik Idestam (1838-1916) set up a paper mill at Tampere, Finland. After six years, he moved to the village of Nokia on the banks of the Nokianvirta River in Finland. Nokia went into the rubber enterprise in 1898. Its twisted cord and electronics project started in 1912 with the setting up of Finnish Rubber Works. Finally, Nokia Corp. appeared after an amalgamation between Finnish Rubber Works and Finnish Cable Works in 1967. The company constructed diverse goods, encompassing individual computers, TV groups, capacitors, twisted cords, circuits, exhausts, and even the well-known Wellington boots. Its foremost aim, although, was wireless communications, in which it became a pioneer.

The Mobira Cityman 200 was the soonest communications form utilised for infantry and financial purposes. In 1979 a amalgamation with Salora Oy produced in new Mobira Oy-produced wireless phones. After three years, the business presented the Mobira Senator, an automobile phone. In the identical year, Nokia's DX200 swap became the world's first operational digital telephone. Nokia commenced the world's first transportable telephone, the Mobira Talkman, in 1984. Three years subsequent, it constructed the Mobira Cityman 900, the first handheld phone. In 1989 the business altered its title from Nokia Mobira Oy to Nokia Mobile Phones. Nokia made GSM (Global System for Mobile Communications) telephones ...