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Marketing communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.[1] Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.[1]
MC are made up of the marketing mix which is made up of the 4 Ps: Price, Promotion, Place and Product, for a business selling goods, and made up of 7 Ps: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business.[2]
- ^ a b Tomse, & Snoj, 2014
- ^ Kusumawati, Reni Diah; Oswari, Teddy; Utomo, Rooswhan Budi; Kumar, Vikas (2014). "The Influence of 7P's of Marketing Mix on Buying Intention of Music Product in Indonesia". Procedia Engineering. 97: 1765–1771. doi:10.1016/j.proeng.2014.12.328.