The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Ask and You Shall Receive . . . Several Answers

What is marketing communication? The definition of marketing communication often depends on whom you are talking to.

Let us define marketing communication here as all communications activities an organization undertakes to promote its agenda to its audiences. From a deliverable standpoint, it might be advertising, public relations, or a coordinated face-to-face campaign. The medium is irrelevant. The point is that your organization has something to say or sell to a well-defined audience, and you want the audience to take some sort of action.

Marketing communication is many things to many people. It is sometimes difficult to say what it is not. One need only review the International Association of ...