ABSTRACT
This chapter brings together a number of disparate threads that need to be considered in planning both strategic and tactical marketing communications activity. While many of the functions described here are not regarded as mainstream marketing communications, they play a significant role in contact between an organization and the purchaser and/or end user of products and services. They therefore can provide reinforcement of key messages sent via traditional media, new electronic media or other marketing communications activity. The chapter discusses on educational background, experience and training of Sales staff. It considers how a sales person's behaviour may change in their dealings with customers and the ethical issues that might arise from different forms of payments. Fashion shows are extremely popular, but the show itself is rarely the sole activity. Involvement in a catwalk show may be part of a much wider integrated promotion including extensive publicity, media coverage, special editions of magazines and sometimes especially themed television programmes.
