Marketing Communication, Concepts, Promotion and Distribution

Abstract or Introduction

The purpose of writing this book is to explain how to plan marketing communications for students and beginners’ marketers.

We are now entering the era of global marketing. The world of industry and business is following the development of communication technology so marketers must compete for a place in the heart of society. Marketers run and use various strategies to keep up with technological developments so as not to sink and die while technology facilitates business. Some of the advances of communication technology in the world of marketing are the birth of marketers and new products, making small marketers famous, people remembering forgotten products, and people knowing new products.

Making marketing communication planning is an easy job, only we have to be careful and patient. Situation analysis is an initial process, explaining objectives, making strategies to use, implementation, and finally evaluation. Consumers are becoming more selective, active, and critical, so making marketing communication planning and implementing it accordingly is essential for marketers to objective and accurate targets. Examples of marketing communications objectives such as informing about new products, reminders, sales programs, positive brand image, desired profits, increased number of customers, etc.