Marketing Management: the Role of Marketing Communications

Marketing Management: The Role of Marketing Communications

Modern day marketing takes many forms ranging from traditional newspaper ads through to modern, targeted social media ads, as well as, anything in between. Although marketing and marketing communications are usually separated into two different areas of activity, both are essentially forms of communication. On that note, this paper aims at providing information about the role of marketing communications. In that regard, the role of marketing communications is to promote the organization, as well as, its offerings (products and/or services). Marketing communications fulfills this by recognizing the increasing role that the organization plays in the process of marketing, as well as, the effect that organizational factors can have on the audience. Marketing communications provides support and leadership in [promoting products and services in the organization through reference to the differentiating factors that make the product and/or service uniquely positioned to satisfy the customer (Fill and Jamieson, 2011).

In addition, marketing communications serves to communicate the corporate strategy to the organization’s key stakeholders so that the strategy can be successful. Marketing communications ensures that the communication of strategy is consistent through time and targets appropriate stakeholders/audiences in an accurate manner. In order to ensure that the communication is accurate, it guards against the transmission of confusing messages, which is does through the consideration of various methods of communication, such as, the answering of telephone calls, the effect of sales literature, the navigability of websites, and/or the way sales persons approach and talk to prospective clients. Marketing communications is also essential in establishing good public relations for a business. Good public relations can be highly useful and important to an organization because of the high credibility that is...