Marketing communication plays an important role in consumer’s buying behavior.

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
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a) Marketing communication plays an important role in consumer’s buying behavior. Formulating the communications to achieve the desired response will require solving the problems in designing the communications. Explain, the problems that should be considered while designing a communication for a services firm?

b) “Social media creates communities, not markets.” Reflect on the statement giving suitable examples.

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