ABSTRACT
By the end of this chapter you should:
have a better understanding of the context of marketing communications within the overall marketing planning process;
understand clearly the relationship between the marketer's focus on the marketing mix and the customers’ focus on the marketing mix;
have an insight into some theories of how the communication process might work;
have a better idea of how the mass communications industry developed to reach its current position;
have a better understanding of how the communications business works as a whole;
be aware of many of the bodies within the communications industry within the UK, and understand what they do.
