Definition, development, role in marketing mix, importance to organization, example (Eastman Kodak), Internet, future.
Written in 1996; 1,575 words; 8 sources; $ 55.95
From the Paper:
Introduction
"Marketing communications (marcomm) extends well beyond the common items of public relations and advertising. Marketing communications encompasses all of the information that is put forth about a product, sometimes including internal information. Price lists, catalogs, promotional pieces, collateral material and a host of other types of marketing literature are all part of marketing communications and represent one of the most important aspects of the marketing of a product or service. Marketing communications are an integral part of the marketing mix, and although marcomm is most closely associated with promotion, it is dependent on (and can greatly affect) other areas of the marketing mix. This research considers the role of marketing communications within the marketing mix, how effective marketing communications are develop..."
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