Strategic Marketing Communications: New Ways To Build And Integrate Communications Paperback – 28 Aug 1999
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In a promotional tie-in for Mountain Dew, soft drink giant Pepsi gave away pagers. All you needed to do was collect 10 ring pulls, send them off with US$20 and you would get your Pepsi branded 90s essential. How this story illustrates marketing communications at its best is that Pepsi then used those pagers to send weekly offers to all their customers. This is one of the many case studies and examples that make Strategic Marketing Communications such an informative and entertaining read. It takes students through the whole process of how to develop effective and integrated marketing strategies using the SOSTAC (situation, strategy, tactics, action and control) planning system. Covering both internal and external communications it stresses the importance of communicating your company message to your staff and your customers, making sure that you send the same message in every advert, memo, service and product that you produce.
What you get from this book is a better understanding of the whole marketing process and everything you need to generate your own marketing mission. Each chapter finishes with discussion topics which serve as a summary and you also get a floppy disk of pro-forma worksheets to help you put the SOSTAC system into practice. Although it is specifically designed to cover the Chartered Institute of Marketing diploma subject, Marketing Communications, this book is an invaluable tool for any new marketer and is a good introduction for anyone who finds marketing suddenly part of their remit. --Kristen Bowditch
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