ABSTRACT
Marketing communications play an increasingly significant role in achieving overall marketing
success. In large part, this is due to many organizations developing a relationship building
approach to how they deal with customers on a long-term basis. This coursebook is structured
in a way that identifies the key principles which underpin marketing communications and
demonstrates how these principles are applied in many different types of situation, using the
tools of marketing communications. In broad terms, there are a number of issues that influence
marketing communications strategies and activities:
o Need for a co-ordinated approach in implementing communications campaigns o Continuing advances in media and communications technologies o Media fragmentation – new opportunities for communications channels o Influence of ethics and corporate social responsibility o Availability of detailed customer information and database technology o More demanding and better informed customers o Need for better evaluation and effectiveness measurement.
