The illustrations in this book are created by “Team Educohack”.
“Marketing and Communication: Building Strong Brands” explains how successful marketing goes beyond having the right product at the right place and time; it also requires effectively communicating its availability, utility, and price to potential buyers. Effective communication involves creating the right message, delivering it to the right prospect at the right time, and using the right media. In a competitive environment with similar products, numerous media options, and complex audience segmentation, getting all elements of the communication process right is challenging.
To differentiate brands, marketers must continually refine their strategies. Marketing communication has evolved drastically, shifting from limited tools like advertising and promotions to a complex mix of traditional and non-traditional media, including the Internet. Today, marketers can't rely solely on a single tool but must use a mix of communications to achieve their marketing goals.
We examine marketing communication from various perspectives, discussing strategies for interacting with stakeholders through elements like advertising, sales promotion, personal selling, public relations, and direct marketing. The book emphasizes integrating different communication elements to present a consistent brand image.
