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Chapter 10 The Business Marketing Communications Mix

DOI: 10.23912/978-1-906884-54-3-1756

ISBN: 978-1-906884-54-3

Published: November 2011

Component type: chapter

Published in: Business Marketing: The Theory and Practice of B2B

Parent DOI: 10.23912/978-1-906884-54-3-2069



Digital technologies have had a profound impact on the way in which organisations communicate with each other. However, this is not to suggest that the influence of the traditional offline communication tools has waned, indeed it can be argued that marketing communications have been augmented by the application of new tech- nologies. In this chapter each of the three elements that make up the marketing communica- tions mix is considered; tools, media and messages. Consideration is given to the key characteristics and effectiveness of each of the primary tools used in B2B marketing communications. The chapter then examines each of the main media from a com- munication perspective and concludes by considering the type of messages used to reach business audiences.

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  • Chris Fill (Author)
  • Scot McKee (Author)

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  • Chris Fill (Author)
  • Scot McKee (Author)

Cite as

Fill & McKee, 2011

Fill, C. & McKee, S. (2011) "Chapter 10 The Business Marketing Communications Mix" In: Fill, C. & McKee, S. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-906884-54-3-1756


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Published in Business Marketing: The Theory and Practice of B2B

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