ABSTRACT
This chapter is about marketing communications, which are an essential part of the marketing process. Our defi nition of marketing communications is based on a deeper explanation of what marketing, communications and consumers signify in this context. We present several categorizations of marketing communications – the fi rst is bought/paid, earned/non-paid and owned media communications, while the second framework builds on models of one-way and two-way communications. The categorizations are used to explain the traditional type of marketing communications such as advertising, PR/strategic communications and marketing communications. The chapter concludes by discussing new perspectives that can cross the boundaries of these established categorizations of marketing communications.
