TABLE OF CONTENTS By the end of this chapter you should:
have a better understanding of the context of marketing communications within the overall marketing planning process;
understand clearly the relationship between the marketer's focus on the marketing mix and the customers' focus on the marketing mix;
have an insight into some theories of how the communication process might work;
have a better idea of how the mass communications industry developed to reach its current position;
have a better understanding of how the communications business works as a whole;
be aware of many of the bodies within the communications industry within the UK, and understand what they do.
This book is not about marketing planning, but about marketing communications. But without understanding the role of marketing communications within the marketing mix, you will never be able to do the best you can in terms of marketing communications itself. This is because the job of marketing communications is, essentially, to communicate what is attractive within the other elements of the marketing mix to those whose interest needs to ...
