Publications
Publications
- August 2012
- HBS Case Collection
Marketing Communications
By: Thales S. Teixeira and Thales S. Teixeira
Abstract
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.