Effectively executing a comprehensive marketing communication strategy.
Marketers are under increasing scrutiny from their management to demonstrate accountability for the resources they receive. Three models are presented to help marketers execute their customer communication activities more effectively. Benefits of using the "Identification of Strategic Communication Elements," "Business Communication" and "Communications Management Process" models include (1) more effective upfront strategic and tactical planning, (2) ensuring key communication principles are addressed, (3) easier communication program communication, (4) provides a framework for program evaluation and market research and (5) increases the creative thinking marketers need when addressing the major marketing challenges. The ultimate benefit is the greater likelihood of more positive marketing results.
Gombeski
William R
WR
Strategic Marketing, UK HealthCare, Lexington, KY 40536, USA. bill.gombeski@uky.edu
Taylor
Jan
J
Piccirilli
Ami
A
Cundiff
Lee
L
Britt
Jason
J
D008389:Marketing of Health Services / Q000458:organization & administration*; D017146:Models, Organizational; D014481:United States