Marketing communications in Context

Marketing communications, the most visible of marketing functions, interacts subtlety with corporate communications to from what can be a formidable force for business and other organizations, and one that impacts strongly on society generally. We are apparently exposed to thousands of stimuli each day and many of these from the marketing and corporate communications arsenal belonging to myriad companies and other organizations, whether domestic, international or global. This includes the effects of branding, advertising, sales promotions, publicity and sponsorships, personal communications, packaging and so on. Marketers are faced with the challenge of integrating these activities in such a way as to maximize effective and efficient management.