ABSTRACT
This chapter explores a methodology based on putting on learning what customers and prospects want, need, and require and then trying to provide marketer-based solutions through product and service offerings. It illustrates how to send marketing messages and, at the same time, respond to consumer requests complicates marketing communication planning. The chapter features the three elements that marketing communication planners have available, customers, delivery, and content, all tied together with brand communication. It encourages measurement and accountability by marketing communication managers, two areas that they have unfortunately neglected in their haste to develop the next great, award-winning, creative, outbound, communication breakthrough. The real challenge for all marketing communicators today is reeducation. Knowledge about customers is especially important for successful two-way communication. Communication is the glue that builds ongoing relationships. Therefore, if marketers know customers there communication glues, the combination will bind them together for mutual benefit in the future.
