Marketing Communication
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Nabisco, Inc. is an international manufacturer of biscuits, snacks, and other premium food products with global revenues of $8.27 billion (Nabisco 2001). With three subsidiaries and 50,000 employees in 85 countries, integrated marketing communications (IMC) has become increasingly important for Nabisco to enhance its long-term relationships with customers instead of focusing on one-time transactions. As the Director of Sales Systems at Nabisco, Inc., Ray Paul, maintains, ôUsing current messaging and collaboration technologies to ensure efficient customer and distributor-driven communication is an integral ingredient in ensuring we meet our customers needs and maintain our market position,ö (Nabisco 2001, 1).The aggressive and preplanned implementation of a complete Marketing Mix to increase revenues at
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Approximate Word count = 562
Approximate Pages = 2 (250 words per page)
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