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Effectively executing a comprehensive marketing communication strategy

Gombeski, W.R.; Taylor, J.; Piccirilli, A.; Cundiff, L.; Britt, J.

Health Marketing Quarterly 24(3-4): 97-115

2007

ISSN/ISBN: 0735-9683
PMID: 19042530
DOI: 10.1080/07359680802119090
Document Number: 500894
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.

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