Marketing Communications

Definition, development, role in marketing mix, importance to organization, example (Eastman Kodak), Internet, future.

In wake of the issues that Kana identified, the implementation strategy was divided among the executives – the VP of Business Development thinks that a more independent distribution structure is more efficient for Kana and would be better suited to the market’s changing needs if implemented, while the VP of Kana Online wants to implement a demand structure that is has tighter controls and takes more advantage of the market leader position of the firm.
Kana’s growth was initially driven by its software development innovations that provided direct communications between companies and their customers. Other product line innovations have also been grounded in the Kana’s software development that was aided by acquisitions of key competitors or firms that could help Kana launch a particular innovation.