Explain the differences between corporate communications and marketing communications in terms of: (a) target groups; (b) communications channels; (c) purposes. What dangers, if any, are there in relying on traditional marketing communications mix elements (advertising, marketing support, public relations, sales promotion, direct marketing, etc.) and on the marketing department generally for corporate communications?
Explain the differences between corporate communications and marketing communications in terms of: (a) target groups; (b) communications channels; (c) purposes. What dangers, if any, are there in relying on traditional marketing communications mix elements (advertising, marketing support, public relations, sales promotion, direct marketing, etc.) and on the marketing department generally for corporate communications?
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
Related questions
Question
Explain the differences between corporate communications and marketing communications in terms of: (a) target groups; (b) communications channels; (c) purposes. What dangers, if any, are there in relying on traditional marketing communications mix elements (advertising, marketing support, public relations, sales promotion, direct marketing, etc.) and on the marketing department generally for corporate communications?
Expert Solution
This question has been solved!
Explore an expertly crafted, step-by-step solution for a thorough understanding of key concepts.
Step by step
Solved in 4 steps
Recommended textbooks for you
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Principles Of Marketing
Marketing
ISBN:
9780134492513
Author:
Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:
Pearson Higher Education,
Marketing
Marketing
ISBN:
9781259924040
Author:
Roger A. Kerin, Steven W. Hartley
Publisher:
McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:
9781337386920
Author:
William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:
Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:
9780134149530
Author:
Gary Armstrong, Philip Kotler
Publisher:
PEARSON
Contemporary Marketing
Marketing
ISBN:
9780357033777
Author:
Louis E. Boone, David L. Kurtz
Publisher:
Cengage Learning