ABSTRACT
This chapter provides some more interesting and exciting submissions for future judges as well as help firms to produce more effective marketing in the future. It focuses on this promotional mix, sometimes called marketing communications. The chapter discusses the skills and tools to market a property are quite different to the skills, tools and approach to marketing professional services. Logos, straplines and visual identity are part of your brand strategy but not the be all and end all of it. Marketing people talk about mixes. The marketing communications mix comprises five main categories of communication and each has its strengths and weaknesses. A good tactical marketing approach will select and blend the different tools to achieve the specific aims set out in the strategic marketing plan promoting the right mix of product at the right price to the right place with the right promotion. The majority of marketing activity relies on accurate and comprehensive data.
