Chapter 6 Marketing and Intermediaries
DOI: 10.23912/978-1-910158-39-5-2757 | ISBN: 978-1-910158-39-5 |
Published: September 2015 | Component type: chapter |
Published in: Winter Sport Tourism | Parent DOI: 10.23912/978-1-910158-39-5-2687 |
Abstract
Effective communication with target customers is carried out by a variety of methods, referred to as ‘marketing communications’, and the Spotlight above highlighted the importance of an integrated marketing communications campaign. In many people’s perception, marketing is promotion, for promotion is the highly visible, public face of marketing. However, promotion is only one element of the marketing mix, its role being to convince potential customers of the benefits of purchasing or using the products and services of a particular organization. Promotions decisions will be determined by the overall marketing plan, as illusurated in Figure 6.1. Marketing objectives are derived from the strategic tools of targeting and positioning. The marketing mix is then used to achieve these objectives, and promotions are just one part of this marketing mix. The blend of promotional elements outlined in Table 6.1 is known as the promo- tional mix, and promotional management involves coordinating all the elements, setting objectives and budgets, designing programs, evaluating performance, and taking corrective action. Advertising and sales promotion are covered in this chapter, whereas the remaining elements are discussed in other chapters of the book.
Sample content
Contributors
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance researcher, and writer (Author)
For the source title:
- Dr. Simon Hudson, University of South Carolina (Author)
- Louise Hudson, Freelance researcher, and writer (Author)
Cite as
Hudson & Hudson, 2015
Hudson, D.S. & Hudson, L. (2015) "Chapter 6 Marketing and Intermediaries" In: Hudson, D.S. & Hudson, L. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-39-5-2757
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