Communications Strategy Introduction - Marketing Management

The promotional element of marketing strategy is one of the most potent elements of marketing. Promotion is of course one of the four Ps, but in a broader context the correct term is communications. This involves communicating with a pre-determined audience to elicit a desired response.

Understanding the nature and meaning of this process and its relevance to marketing objectives and strategy is a prerequisite to communications planning. Promotional expenditure is one of the more difficult areas of marketing to manage well. Considerable money is wasted; causes of this waste, and how it can be reduced, are the concern of much of this chapter.


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