Marketing Communication

Marketing communications (or Marcom) consists of the messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, public relations, sales, and sales promotion are termed marketing communicators, marketing communications managers, or more briefly as Marcom managers.

Traditionally, marketing communications practitioners focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization. Many trends in business can be attributed to marketing communications; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions. In branding, opportunities to contact stakeholders are called brand touch points (or points of contact.) Marketing communications is concerned with the general behaviour of an organization and the perceptions of the organization that are promoted to stakeholders through these touch points. Today Marcom has developed to Integrated Marketing Communications and it is accepted as a goal of a marketing communications strategy.

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