# Marketing communications

Marketing communications (marcom or sometimes marcomm) focuses on any way a business communicates a message to its desired market, or the market in general. A marketing communication tool can be anything from advertising, personal selling, direct marketing, sponsorship, communication, promotion, and public relations.

## Quotes

* This is specifically a book on marketing communications, a text in human behavior for students majoring in advertising, selling, or public relations. It is not concerned with the techniques of advertising, selling, or public relations but with the principles of human behavior to which such techniques must adapt themselves.
** Crane, Edgar (1966). Marketing Communications: A Behavioral Approach to Men, Messages, and Media. New York: Wiley. p. 10. OCLC 299490114.
* Marketing communications inform, persuade and remind customers about products, services and images. Marketing communications techniiques enable manufacturers and retailers to establish and change images, generate sales, and send messages to customers, stockholders, employees, and the firm's various other publics. Sales volume and profits stem from marketers' ability to communicate effectively with customers, suppliers, and other relevant groups.
** Anderson, Patricia M; Rubin, Leonard G (1986). Marketing Communications. Englewood Cliffs, NJ: Prentice-Hall. p. 5. OCLC 901925155.
* The combination of the elements, activities, and techniques an organization employs to connect with and persuade the target market to engage in a particular action or response, such as buying a product, using a service, or accepting an idea; the major tools include advertising, sales promotion, public relations, direct marketing, and personal selling.
** Govoni, Norman A P (2004). Dictionary of Marketing Communications. Thousand Oaks, California: Sage. p. 217. OCLC 424112578.
* Marketing communications is a generic term which is used to describe any form of communication with a business's publics. This description includes advertising, sales promotion, direct marketing, public relations and any other personal selling, printed or broadcast message.
** Sutherland, Jonathan; Canwell, Diane (2004). Key Concepts in Marketing. Basingstoke, Hampshire: Palmgrave Macmillan. p. 184. OCLC 502548557.
* The next element of the marketing mix is deciding the appropriate set of ways in which to communicate with customers to foster their awareness of the product, knowledge about its features, interest in purchasing, likelihood of trying the product and/or repeat purchasing it. Effective marketing requires an integrated communications plan, combining both personal selling efforts and non-personal ones, such as advertising, sales promotion, and public relations.
** Silk, Alvin J. (2006). What is marketing?. Boston, Massachusetts: Harvard Business School Press. p. 19. OCLC 601068403.
* Marketing communications is the combination of personal and nonpersonal efforts companies use to inform and influence customers. Marketing communications, also referred to as integrated marketing communications, is a relatively new industry term created to emphasize the fact that promotion is more than just ADVERTISING and PERSONAL SELLING...marketing communications is a coordinated effort that includes SALES PROMOTION, DIRECT MARKETING, and PUBLIC RELATIONS.
** Folsom, W Davis; VanDyne, Stacia N (2011). Encyclopedia of American Business. New York: Facts on File. p. 293. OCLC 606770418.
* IMC (Integrated marketing communications), also known as relationship marketing, works to interactively engage a specific individual, using a specific message through specific media outlets. The goal is to build a long-term relationship between buyer and seller by involving the targeted individual in an interactive or two-way exchange of information.
** Blakeman, Robyn (2015). Integrated Marketing Communication: Creative Strategy from Idea to Implementation. New York: Rowman & Littlefield. p. 3. OCLC 881592310.

## See also

* Marketing