Abstract
The role of marketing communications is to inform the market clearly and persuasively about the company, its products and services. As businesses compete in a progressively fiercer market place for a larger wallet share of an increasingly discerning and diverse customer base, they become ever more communication-dependent. The emergence of relationship marketing, customer relationship management, and various other marketing disciplines underline this point.
This is a preview of subscription content, log in via an institution to check access.
Preview
Unable to display preview. Download preview PDF.
Further reading
Crosier, K. (1999) Promotion, in M. Baker (ed.), The Marketing Book, Butterworth-Heinemann, Oxford.
Peattie, S. and Peattie, K. (1999) Sales promotion, in M. Baker (ed.), The Marketing Book, Butterworth-Heinemann, Oxford.
McDonald, M. (1987) Effective Industrial Selling, Butterworth-Heinemann, Oxford.
McDonald, M. and Wilson, H. (2002) New Marketing, Butterworth-Heinemann, Oxford.
Copyright information
© 2003 Malcolm McDonald and Martin Christopher
About this chapter
Cite this chapter
McDonald, M., Christopher, M., Bass, M. (2003). Communication strategy. In: Marketing. Palgrave, London. https://doi.org/10.1007/978-1-4039-3741-4_11
Download citation
DOI: https://doi.org/10.1007/978-1-4039-3741-4_11
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-99437-5
Online ISBN: 978-1-4039-3741-4
eBook Packages: Business and EconomicsBusiness and Management (R0)