External marketing in services is popularly known as “promotion” in tra-
ditional marketing. To continue the traditional identity, promotion was
included as one of the components of services marketing mix. Promotion
refers to communication campaign of the organization towards external cus-
tomers to achieve organizational objectives. e ve important tools used for
marketing communications are
1. Advertising
2. Personal selling
3. Sales promotion
4. Publicity and public relations
5. Direct marketing
A combination of all or a few of them for achieving communication objec-
tives is called ...
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