Background Note | HBS Case Collection | August 2012

Marketing Communications

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;


Teixeira, Thales S. "Marketing Communications." Harvard Business School Background Note 513-041, August 2012.