The Communications Industry

The umbrella heading of this feature is used broadly to cover careers in Marketing, Advertising, and Public Relations. Marketing itself could be seen as an umbrella term inseparable from and indeed drawing upon the other two disciplines. The subject Marketing is attracting increasing attention from companies and institutions where it was formerly not practised or even known. Banks have recently discovered this discipline, and we have seen a new attitude evolve towards their customers and services. Politicians have recently discovered it and, partly because of it, their candidates are now being handled like new product launches, with careful attention being paid to market research and communications and promotion media. Marketing is also rapidly spreading as an idea of importance to national economy.