Background Note | HBS Case Collection | 2012
by Thales S. Teixeira and Thales S. Teixeira
This note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.
Keywords: marketing communication; advertising; promotion; social media; digital media; viral advertising; Marketing; Communications Industry; North and Central America;
Citation:
Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.
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Case | HBS Case Collection | 2012 (Revised from original 2011 version)
Pepsi-Lipton Brisk
Thales S. Teixeira and Alison Caverly
Keywords: Marketing Channels; Marketing Communications; Advertising Campaigns; Decision Making; Media; Product Launch; Resource Allocation; Performance Effectiveness; Budgets and Budgeting; Food and Beverage Industry;
Teaching Note | HBS Case Collection | 2012
Mekanism: Engineering Viral Marketing
Thales S. Teixeira
Keywords: Viral Marketing; advertising; viral ads; virality; Mekanism; advertising agency; social media; influencer; storytelling; advertising content; Advertising; Advertising Industry; North and Central America;
Case | HBS Case Collection | 2012 (Revised from original 2012 version)
Keywords: Viral Marketing; viral advertising; core competencies; growth strategy; Online media; videos; advertising; advertising media; Advertising; Media; Strategy; Marketing; Advertising Industry; North and Central America;