ABSTRACT
Marketing communications is the total process of maintaining ongoing contact with present and potential customers, distributors, suppliers, investors, and the general public. In particular, it is the communications effort along the entire supply chain. One central objective of a communications strategy is brand building, which is the broad development of a product’s image. Its construction usually requires some or all of the following forms of communication: TV/Cable, Internet, print advertising, direct marketing, licensing, sponsorships, public relations, sales promotion, and personal selling.
