Marketing Management, 16th Edition

The Role of Marketing Communication

Marketing communication is the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell. In a sense, it represents the voice of the company and its brands; it is a means by which the firm can establish a dialog and build relationships with consumers. By strengthening customer loyalty, marketing communication can contribute to customer equity.

Marketing communication also works by showing consumers how and why a product is used, by whom, where, and when. Consumers can learn who makes the product and what the company and brand stand for, and they can become motivated to try or use it. Marketing communication allows companies to link ...