title: Effectively executing a comprehensive marketing communication strategy.
abstract: 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.
authors.affiliation: Strategic Marketing, UK HealthCare, Lexington, KY 40536, USA. bill.gombeski@uky.edu
authors.forename: William R
authors.initials: WR
authors.lastname: Gombeski
authors.forename: Jan
authors.initials: J
authors.lastname: Taylor
authors.forename: Ami
authors.initials: A
authors.lastname: Piccirilli
authors.forename: Lee
authors.initials: L
authors.lastname: Cundiff
authors.forename: Jason
authors.initials: J
authors.lastname: Britt
mesh_terms: D008389:Marketing of Health Services / Q000458:organization & administration*; D017146:Models, Organizational; D014481:United States