Marketing 3rd Edition by Dhruv Grewal,Michael Levy

Exercise 1

As an intern for Michelin tires, you have been asked to develop an IMC budget. The objective of the IMC strategy is to raise Michelin's market share by 5% in the United States in the next 18 months. Your manager explains, "It's real simple; just increase the budget 5% over last year's." Evaluate your manager's strategy.