Dictionary of Marketing Communications

Effective marketing communications delivers specific, tailored messages aimed at stimulating a target audience into action. This usually means persuading you or me to buy a specific product or service, to watch a certain TV programme or to visit somewhere that we might not otherwise have thought of visiting. The area of marketing communications encompasses all promotional activities carried out by an organization and, as communication is a two way process, it also includes customer feedback. It is an area, which has undergone considerable change in recent years primarily due to the technological advances. This dictionary sets out to bring together...