Marketing Communications

CHAPTER 1

Integrated communications

CHAPTER OBJECTIVES

This chapter will help you to:

z Situate marketing communications in the marketing mix

z Get an overview of the instruments of the marketing communications mix

z Understand what integrated (cross-cultural) marketing and corporate

communications mean, and their organisational implications

z Learn the factors leading to integrated communications

z Get an overview of the different levels of integration

z Understand why fully integrated communications are not easily implemented

z Get an overview of the essential steps in the marketing communications plan

CHAPTER OUTLINE

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