The Communication Field Guide: Marketing Communications, part one
The huge area of marketing communication is often abbreviated ‘marcomm’. By definition, it’s a combination of two areas: marketing, and communication.
Let’s look at marketing first.
We talked about a few aspects of marketing which have their origin in classical approaches: the primacy of the consumer’s needs, the common use of sales to measure the effectiveness of marketing, and what the 4 Ps are (product, price, promotion, place).
Let’s talk more about the 4Ps.
We start with product: what you’re selling.
And yes, besides being a physical product (car, pen, or coffee) it could also be a service (accounting services) or an experience (dinner or a hotel stay). It could be an idea too, but more about those later.
Or learn about marketing communication with us.
For more in-depth frameworks and best practices, learn with us: Introduction to Copywriting, Introduction to Brand and Corporate Storytelling, and Introduction to Digital and Content Marketing.
