February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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The traditional six key tools of marketing communications (hereafter marcomms) make up the ‘comms’ mix (Figure 17.1).
Figure 17.1 Expanded ‘comms’ mix
There are other tools, such as vlogs, social networks websites etc. This is not to say they are not important, but the way in which they are used is often linked to one or more of those six key tools.
More traditional marcomms activities are covered in detail, supported by relevant examples, in a variety of texts by Percy, Fill and De Pelsmacker. This section doesn’t cover these, but focuses on how the internet and developments in technology have augmented and expanded the ‘comms’ ...
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