Episode 10 contains probably the most crucial element for the marketing strategy. This chapter focuses on marketing implementation, evaluation and control. These elements show how the "best" marketing strategy may fail in the marketplace if it is not properly implemented. A good strategy also...

Episode 9 outlines Integrated Marketing Communications (IMC) which refers to the "promotion" element in the marketing mix. Integrated marketing communications is a long term view of influencing customers through the coordinated strategic use of promotion elements available to marketing.