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Time: 6 hours
Level: Masters
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 Introduction Resource- In this unit, we emphasise 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...
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| | 1 Barriers to a strategic view
- 1 Barriers to a strategic view Resource
- Marketing communications is not always accepted as having strategic importance in organisations. This unit examines some of the reasons for this, before exploring some recent arguments in favour of a strategic...
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| | 2 The changing role of communications
- 2 The changing role of communications Resource
- Butterfield (1997) argues that the hierarchical model of planning which has traditionally placed communications alongside the other variables of the marketing mix is due for a rethink. This model starts...
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| | 3 The changing role of communications: customer preferences
- 3 The changing role of communications: customer preferences Resource
- Finding out how customers access marketing communications reveals their preferences in receiving information. As active recipients of brand messages, they can screen out the irrelevant and the inconvenient....
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- 4 Summary Resource
- This section has examined marketing communications’ claims to strategic credentials. Historically there have been several barriers to this – the fragmented nature of development and execution in the absence...
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| | References and Acknowledgements | |
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