A Marketing Research company who provide analysis for a commercial client base of the latest academic research has given you a short-term internship.
Your first task for this company is to write a 1000-word report (±10%, excluding references and appendices), that focuses on three things:

1. How a firm should approach drafting a well-integrated marketing communications plan using both top-down and bottom-up approaches;
2. In addition, you need to take into account the various challenges firms face in dealing with what are known as ‘feedback loops’ when deciding how to develop, plan and then execute their marketing communications plans;
3. To finally give true rigour to your report, you need to also take into account and provide an argument for why getting customers engaged with your firm and brand is essential for superior firm performance.