BUSINESS 2136
Surry Community College
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Lecture 1: Introduction to Marketing Communication
- Exam (elaborations) • 62 pages • 2022
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Havilah
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What is marketing communication?
Marketing communication means by which a supplier of goods, services, values and/or ideas represents
itself to its target audience with the goal of stimulating dialogue leading to better commercial or other
relationships: (Egan, 2015)
- The goal of MC is to affect the behaviour of the target audience
- The goal of a communication plan is to communicate
Product
Product development
Brand Management
Features Benefits
Packaging
After sales
Place
Channel
...
Exam (elaborations)
Lecture 1: Introduction to Marketing Communication
Last document update:
ago
What is marketing communication? Marketing communication means by which a supplier of goods, services, values and/or ideas represents itself to its target audience with the goal of stimulating dialogue leading to better commercial or other relationships: (Egan, 2015) - The goal of MC is to affect the behaviour of the target audience - The goal of a communication plan is to communicate Product Product development Brand Management Features Benefits Packaging After sales Place Channel ...
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