Marketing Management: The Big Picture

chapter ten

MARKETING COMMUNICATIONS

“… she explained her meaning by signs oftner than by words.”

Cervantes, Saavedra, M. de. (1793).

The history and adventures of the renowned Don Quixote. 6th ed. corr. London: Printed for A. Law, W. Miller, and R. Cater. Vol. 1, page 338.

After studying this chapter you should be able to:

1. Integrate communications into the strategy of the firm
2. Define the primary objectives of marketing communications
3. Discuss the planning and evaluation of marketing communications
4. Integrate marketing communications with other elements of the Big Picture framework

Integrating Communications throughout Execution

American Express knows how to integrate communications into its strategy execution. Since its reputation for excellent customer service is a major draw to potential new customers, the company trains and organizes its service operations department in the delivery of that promise. During and after each service encounter it reminds customers that they are part of a unique and high-status club, creating a psychological link between a customer request and the company's response in a way that earns it a loyal following and satisfied customer base. It hires employees with prior hospitality-industry experience for call center work and creates an internal environment of care and personalized service for its employees, which they project outward to customers. ...