Marketing Communications As A Strategic Function Of Marketing

In this paper, the authors put great emphasis on the strategic importance of marketing communication, rather than seeing it as merely a tactical process of promoting the other elements of the marketing mix. Brands exist in the minds of customers not only through their experience of a product or service, but also because of the long-term effects of communication. The purpose of this paper is to highlight the importance of marketing communications - as a strategic function - in the marketing activity of an organization.

Provided by: Bucharest Academy of Economic Studies Topic: Tech Industry Date Added: Oct 2010 Format: PDF

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