- Words: 3418
- Length: 12 Pages
- Topic: Business - Advertising
- Paper #: 20578956
The Integrated Marketing Communication system takes these P's and turns them into C's - similar aspects, but looked at from the stand point of the consumer. In this order of ideas, Product turns into Customer; Price turns into Cost; Place turns into Convenience and Promotion turns into Communication (Wirth, 2001).
The first 'P' is product, but really this is all about the customers' needs and wants. Which goods and services customers