Marketing Communications

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 7 in How to Market Computers and Information Technology, 1994, pp 109-127 from Palgrave Macmillan

Abstract: Abstract Marketing communications is defined here to include the full range of methods for communicating with customers. As communication should be a two-way process, it includes many receiving as well as transmitting messages. As most suppliers are interested in developing long term relationships with their customers, much marketing communications these days is aimed at developing and sustaining a dialogue with customers. This applies particularly to database marketing techniques.

Keywords: Opinion Leader; Sales Force; Marketing Communication; Media Choice; Large Supplier (search for similar items in EconPapers)
Date: 1994
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DOI: 10.1007/978-1-349-13402-1_7

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