Marketing Communications: An Integrated Approach
One of the four core topics in the Chartered Institute of Marketing (CIM) Diploma syllabus, marketing communication is an integral element for the ... Show synopsis One of the four core topics in the Chartered Institute of Marketing (CIM) Diploma syllabus, marketing communication is an integral element for the marketing professional. Marketing communication itself consists of every form of communication relevant to marketing: selling, advertising, sales promotion, direct marketing, publicity, sponsorship, exhibitions, corporate identity, packaging, point of sale and merchandising; word of mouth. From this broad listing different industries may lay different emphasis on some of these marketing tools, and it is the variation that gives a company's marketing strategy an individual voice. Part 1 of "Marketing Communications" looks at the communications industry. Theories of communication and buyer behaviour are dealt with while the particular concerns of international marketing communication, market research, agencies and the media are covered in detail. The second part of this book provides detailed chapters on each of the marketing communication tools available. Each chapter shows the advantages and disadvantages of the technique, explains how the technique can integrate with other elements of the communications mix and demonstrates how to manage a particular campaign. Case studies, examples and practical tips are given throughout, while potential disasters are signposted.